Brand Logo Research Articles

Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect

This paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated logos as stimuli. Results suggest that while cultural logo designs effectively convey brand masculinity, organic logo designs enhance femininity perceptions. Using dark blue and light pink logo colors reinforce masculinity and femininity perceptions, respectively. Both logo masculinity and logo femininity have a positive effect on the affective response toward logos. Furthermore, this research analyzed the moderation effect of color on the link between logo design and logo gender perceptions, as well as the moderation effect of consumers’ gender in the link between logo gender perceptions and affect toward the logo. However, none of these moderation effects were supported by the data. This is the first research to empirically test the effect of natural logo designs on brand gender perceptions and, thereby, on affective reactions toward the logo. The findings provide practical guidelines about the design of a gendered logo using the naturalness of logo design and logo color, thereby facilitating gender targeting efforts.

Snapchat’s augmented reality brand culture: sponsored filters and lenses as digital piecework

ABSTRACT On the social media platform Snapchat users share images and videos that disappear after a set amount of time. Snapchat has developed an augmented reality brand culture that embeds brands within this live sharing of images and video on the platform. This advertising model is culturally significant because rather than ship finished ads, Snapchat optimizes the distribution of ad-making tasks. The advertising model is organized around sponsored filters and lenses, which are made available to targeted users in specific times and places. Users take these filters and lenses and apply them to their selfie-taking practises to augment their face and surroundings with brand logos and paraphernalia. These filters are often encoded with hetero-sexy beauty norms (digital make-up) which influence the way users engage with, and apply these filters depending on their preferred gender. In this article we develop a critical account of the cultural significance of this brand culture, arguing that Snapchat combines features of social and logistical media platforms. We propose that Snapchat creates a new kind of digital piecework, optimizing the serving of small ad-making tasks to users. In doing so, the platform joins together the participatory culture and data-processing power of digital media in a novel way.

Markalarda Koronavirüs Etkisi: Sosyal Mesafe Logoları (Coronavirus Effect on Brands: Social Distance Logos)

Purpose – Logos, which are significant factors for brand loyalty and brand preference, are quite effective in the course of conveying the message requested between consumers and brands. Brand logos are symbols that are imprinted on the consumers’ mind, represent and remind the brand, and reflect the brand value. The purpose of the study is that the changes of brand logos of global companies are analyzed in the scope of ‘’social distance’’ applications after Covid-19 pandemic, which exercises influence over the whole world. Design/methodology/approach – The study is carried out with the method of semiology that is an approcah to analyze both linguistic and non-linguistic indicators. Semiology is a research method that is used to work out the relationships of items within the texts with external world for itself and a structure forming whole. In the scope of study, new logos with ‘’social distance’’ –themed, which the brands update, have been analyzed with the method of semiology. Findings – According to research results, it has been determined that the global companies began some studies to take notice of importance of ‘’social distance’’ by updating their logos. Among the brands, which publish the new logo with ‘’social distance’’ – themed by using ‘’spacing’’ that is one of the basic design items in their logos; Volkswagen, Audi, Hyundai, McDonalds and CocaCola have been analyzed in the scope of the research. The companies showed their awareness with their new logo related to pandemic period and their supports for ‘’social distance’’ applications. Also, the brands created the positive image on the minds of the consumers by managing the process as a part of brand strategies. Discussion – As a result of the study, it is considered that it is useful to update the notion of ‘’social distance’’ with the new contents in the literature after Covid-19. In today’s conditions, ‘’social ditance’’ is not a choice, but necessity. It is predicted that brands’ new logo updates with ‘’social distance’’ – themed can be effective for increasing the brand values.

The Emotional Effectiveness of Advertisement.

Based on cognitive–emotional neuroscience, the effectiveness of advertisement is measured in terms of individuals’ unconscious emotional responses. Using AFFDEX to record and analyze facial expressions, a combination of indicators that track both basic emotions and individual involvement is used to quantitatively determine if a spot causes high levels of ad liking in terms of attention, engagement, valence, and joy. We use as a test case a real campaign, in which a spot composed of 31 scenes (images, text, and the brand logo) is shown to subjects divided into five groups in terms of age and gender. The target group of mature women shows statistically more positive emotions and involvement than the rest of the groups, demonstrating the emotional effectiveness of the spot. Each other experimental groups show specific negative emotions as a function of their age and for certain blocks of scenes.

Angular or rounded? The effect of the shape of green brand logos on consumer perception

Extant research in green marketing mainly focuses on the factors and outcomes of green consumption, but little examined the design of green brand logos. Based on the theories of embodied cognition, we examined the effect of the shape (angular or rounded) of brand logos on consumers’ green perception and the functional mechanism underlying this association via two studies. The results indicated that rounded logos are considered more appropriate for green brands than angular logos. The shape of brand logos influences consumers’ green perception through the multiple mediations of gender perception and warm perception.

Is working memory inherently more "precise" than long-term memory? Extremely high fidelity visual long-term memories for frequently encountered objects.

Long-term memory is often considered easily corruptible, imprecise, and inaccurate, especially in comparison to working memory. However, most research used to support these findings relies on weak long-term memories: those where people have had only one brief exposure to an item. Here we investigated the fidelity of visual long-term memory in more naturalistic setting, with repeated exposures, and ask how it compares to visual working memory fidelity. Using psychophysical methods designed to precisely measure the fidelity of visual memory, we demonstrate that long-term memory for the color of frequently seen objects is as accurate as working memory for the color of a single item seen 1 s ago. In particular, we show that repetition greatly improves long-term memory, including the ability to discriminate an item from a very similar item (fidelity), in both a lab setting (Experiments 1-3) and a naturalistic setting (brand logos, Experiment 4). Overall, our results demonstrate the impressive nature of visual long-term memory fidelity, which we find is even higher fidelity than previously indicated in situations involving repetitions. Furthermore, our results suggest that there is no distinction between the fidelity of visual working memory and visual long-term memory, but instead both memory systems are capable of storing similar incredibly high-fidelity memories under the right circumstances. Our results also provide further evidence that there is no fundamental distinction between the "precision" of memory and the "likelihood of retrieving a memory," instead suggesting a single continuous measure of memory strength best accounts for working and long-term memory. (PsycInfo Database Record (c) 2020 APA, all rights reserved).

The COVID-19 Conundrum

The COVID-19 Conundrum

Mengembangkan dan Mempertahankan Bisnis UMKM Di Tengah Wabah Korona Dengan Memanfaatkan Bisnis Digital

the student Study Service activity held in Pajambon Village, Kuningan City aims to help Mrs. Eha outside the home including buying and selling activities in the market. After identifying the problem, several weaknesses and strengths of Mrs. Eha were found both internally and externally. So the solution the group took was to create brand logos for Mrs. Eha's product, business cards, brochures, Instagram, and Facebook accounts, also e-commerce accounts at Shopee. The results obtained consumers start ordering through social media after Mrs. Eha put the brand logo on the product along with the business cards and brochures that are equipped with contact info of Mrs. Eha, increasing social media followers due to promotional activities that show increased brand awareness and effectiveness of social media as a promotional tool, Mrs. Eha products have been sold out of Pajambon through Shopee and Instagram. With the help and guidance of the group, Ms. Eha can continue her business during a pandemic by utilizing online business through social media and e-commerce as digital business

Diagonal or vertical? An empirical study of the impact of food brand logo orientation on consumers’ food perception and food attitude

This study explores the role of food brand logo orientation on consumers’ perceptions and attitudes regarding food products through four studies. Study 1 examines the effects of food brand logo orientation (diagonal vs. vertical) on consumer perceptions of food tastiness and risk. The findings suggest that diagonal (vs. vertical) food brand logos result in higher (lower) taste and risk perception in branded food. Study 2 reveals the underlying mechanisms of this effect by introducing perceived movement as a mediator between logo orientation and food perception. The results support the inference that movement is an underlying mechanism for the effect. Study 3 examines the effects of brand logo orientation and regulatory focus on consumer attitudes regarding branded food. The results suggest that for consumers with a promotion focus, a diagonal (vs. vertical) oriented logo leads to a more favorable attitude toward the food. For consumers with a prevention focus, a diagonal (vs. vertical) oriented logo leads to a less favorable attitude toward the food. Study 4 establishes validity of the above findings regarding native English speakers.

LogoSENSE: A companion HOG based logo detection scheme for phishing web page and E-mail brand recognition

With the advent of Internet and opportunities in e-commerce, a visual perception oriented cyber-attack so-called phishing has become one of the tremendous problems of the cyber world since it aims to access user credentials in order to gain illegal financial profit and steal sensitive personal data. In order to fight with this security threat, various studies using a different source of information such as URL, text content, DOM trees or visual features belonging to web pages have been utilized. Apart from other works, we propose a companion scheme to recognize brands of “zero hour” phishing web pages by localizing and classifying the target brand logos involved in page screenshots by solely use of computer vision methods in object detection manner. For this purpose, the features of Histogram of Oriented Gradients (HOG) have been employed to obtain visual representations of target brand logos in scale invariant fashion. In addition, throughout the classification, a max-margin loss equipped SVM classifier has been used in order to work with a low number of training images and to decrease the number of false positives. Moreover, we prepared a publicly available dataset having a total of 3060 training and 1979 unique phishing and legitimate web page/e-mail snapshots along with their bounding box annotations for evaluation and further academic usage. Detailed experiments show that, at the best configuration, our schema named “LogoSENSE” is able to achieve 93.50% precision and of 77.94% recall score along with obtaining F1 score of 85.02%. The experiments show that the proposed approach outperforms SIFT based detection and presents comparative results against a state-of-art deep learning based object detection method. As a result, LogoSENSE serves promising results in terms of detection accuracy and run-time efficiency, yielding a companion tool that can be used as a brand recognition mechanism for phishing web pages and emails.

Political conservatism and preference for (a)symmetric brand logos

Processing fluency influences consumer preferences. In the current research, we introduce consumers’ political ideology as a potential moderator. We examine, in particular, if political ideology influences consumers’ preference for asymmetric brand logo designs. Because conservatives (vs. liberals) think more intuitively, they should dislike asymmetric brand logos more so than symmetric ones as symmetric brand logo designs are more fluent to process. We find support for this in four studies. Brand logos are a crucial element in an organization’s identity. Therefore understanding differences in how consumers respond to design changes based on underlying beliefs have implications such as click-through rates, which we show in our final study. Practically, brand logo designers will find our work useful since we suggest that consumers’ political ideology needs to be taken into account. Theoretically, we situate our work within the processing fluency and political ideology literatures at the intersection of marketing decisions.

MARKETING ROSEWOOD AS AN ULTRA-LUXURY HOTEL BRAND: USING STRATEGIC MARKETING AND SWOT ANALYSIS

Rosewood is an inestimable sui generis brand, which was fabricated over the decades. It has inspirational onsets and the apical ideal of excellence both in terms of product and service. Ultra-luxury inhabitating style and trend of the corporation creates lambency in 15 countries with 27 hotels. At present, it is held by Rosewood Hotel Group, belongs to Hong Kong based hotel firm, heretofore known as New World Hospitality. Hotel defines Rosewood’s as “A Sense of Place” axiom. The serious issue was that Rosewood Hotels and Resorts had a low campaign, brand mindfulness and acknowledgement among its clients came about a low multi-property strategically pitching rates contrast with its rivals. By what method should the Rosewood Hotel should deals with? The Situation analysis, strategic marketing, long term, short term, quantitative and qualitative analysis and advertisement Campaign were applied to fulfil the above issues in the rosewood hotel industry. Rosewood’s Advertisement Campaign action are implemented to set up the incessant stay program that should adopt the corporate brand methodology and correspondence promoting procedure, brand logos, promoting effective video for the youth and not for the family gatherings, so this constraint ought to be topped off to pull in more visitors and clients. By and large there ought not to be an excessive number of stresses over losing clients and the focused on client ought to be presented with all courtesies to hold for a more drawn out in the forthcoming marketing periods.

The reverse Napoleon effect: The brand appreciation of looking up by tall people

AbstractIntegrating the embodied cognition framework with research on the self, this study shows that head canting (the vertical tilt of the head to look up vs. down) interacts with a viewer's physical height to influence perceived brand power and behavioral intentions. Three studies use a variety of brand cues in both laboratory and field contexts to test the effect of head canting on brand power evaluations, the role of a person's physical height as a moderator and boundary condition, and the mediating role of consumer–brand identification. Study 1, an experiment, showed that tall, but not short individuals, evaluate a brand as more powerful when looking up (rather than down) at a brand story from a standing position, with differences in brand power impacting brand attitudes and choice. Study 2 replicates these findings with 30 brands, consumers positioned in a seated position, and brand logos. Both studies rule out the construal level as a process mediator. Study 3 further examines the process and demonstrates that the interaction of head canting with a person's height impacts consumer–brand identification, which mediates brand evaluations. These findings add a brand management and physical‐self perspective to previous embodiment research by specifically examining the effects of sensorimotor experiences.

People in E-Cigarette Ads Attract More Attention: An Eye-Tracking Study.

Minimally regulated electronic cigarettes (e-cigarette) advertising may be one potential factor driving the increasing prevalence of young adult e-cigarette use. Using eye-tracking, the current study examined which e-cigarette advertising features were the most appealing to young adults as a first step to examine how e-cigarette advertising may be regulated. Using a within-subjects design, 30 young adults (M age = 20.0 years) viewed e-cigarette ads in a laboratory. Ad features or areas of interest (AOIs) included: 1) brand logo, 2) product descriptor, and 3) people. During ad viewing, eye-tracking measured participants' dwell time and time to first fixation for each AOI as well as each ad brand. Harm perceptions pre- and post-viewing were measured. Participants spent the longest dwell time on people (M = 2701 ms), then product descriptors (M = 924 ms), then brand logos (M = 672 ms; ps < .001). They also fixated fastest on AOIs in that order. Participant sex significantly impacted dwell time of ad brand, and harm perceptions decreased after viewing the ads (ps < .05). This study provides initial evidence about which e-cigarette ad features may appeal most to young adults and may be useful when designing evidence-based policy.

Circular-Looking Makes Green-Buying: How Brand Logo Shapes Influence Green Consumption

Despite the development of green products, convincing consumers to engage in green consumption is still a difficult task. This research attempts to help solve this problem from the perspective of brand logo design. Specifically, this research explores how circular and angular logo shapes influence green consumption. Three studies provide support for our basic prediction that a circular (vs. angular) logo is more effective in promoting green consumption. Self-construal plays a mediating role in this mechanism. However, the logo shape effect disappears when consumers are primed with high sense of power. When taken together, this research not only has theoretical contributions to green consumption and visual marketing, it also provides practical implications for firms manufacturing green products.

Olfactory priming on consumer categorization, recall, and choice

AbstractConsumer choices are mostly regulated by pleasurable experiences that arise outside of the individuals' awareness in response to sensory attributes. This research examines the unconscious mechanism underlying consumers' behavior in response to odors applying the priming approach. Five experiments show that individuals' responses to odors involve two mechanisms, one affective (affective priming) and one associative (semantic priming) that impact consumers' categorization, recall, and choice. We found that when individuals perceive an odor as pleasant, their memory for odor‐congruent brand logos (Experiment 1), and categorization of odor‐congruent visual objects (Experiment 2) is improved. Unpleasant odors, instead, improve the categorization of odor‐congruent visual objects only when they are made salient (Experiments 3 and 4). A pleasant odor diffused in the environment also drives consumers toward odor‐congruent choices (Experiment 5), providing evidence that the incidental exposure to odors may induce affective and semantic associations with unrelated objects and behaviors. We also demonstrate that olfactory cues might be more effective than other modality (visual) stimuli to drive consumer responses. An implication for marketing is that odors employed in retail settings not only may induce an experience of pleasure but also promote specific consumer responses, such as categorization, recall, and choice.

Smokeless tobacco industry’s brand stretching in India

Smokeless tobacco (SLT) is a global public health concern because it is used in 140 countries.1 The 200 million SLT users in India represent about two-thirds of the global SLT...

Creating the best first impression: Designing online product photos to increase sales

Effectively displaying goods in search results is valuable for B2C merchants to earn clicks from consumers and even increase sales. Taking down jackets and trousers sold on Tmall—China's largest B2C e-commerce platform—as the example, this paper collects data about three factors that influence consumers' first impression on their search results: the price of a product, the quantity of historical reviews, and a photo of the product. Among these factors, previous research shows that a product photo contains four attributes: brand logo, promotional information, street scenes, and model display. Focusing on these attributes, we apply a decision tree to explore customer purchasing patterns, which allows us to further investigate the influence of product photo attributes on sales volume by using a hierarchical regression model. Our research finds that among the products from the list of their search results, customers prefer those with many good historical reviews and low prices. In addition, gender that differentiates men's from women's clothing has a moderating effect on the relationship between photo attributes and product sales. The purchase decision of consumers shopping for men's clothing is susceptible to the influence of the product photo. Furthermore, different from the traditional view which shows that brands can reduce perceived risks and increase sales, this study finds that men's clothing sales are negatively affected by brand logo attribute in product photos. Finally, using models cannot significantly increase product sales among consumers shopping for either men's or women's clothing.

Static and Animated Brand Logos: Interplay of Brand Logos and Brand Personality on Emotional and Cognitive Effects

Static and Animated Brand Logos: Interplay of Brand Logos and Brand Personality on Emotional and Cognitive Effects

Women's Role in Advertising Brands of Various Electronic Gadgets

This article expounds regarding the matter of brands. The comprehension of brands has changed alongside the occasions and financial atmosphere. The change expects organizations to move their considering brands from a showcasing focused capacity to a core value that includes each part of the association. Current brand thinking never again spins around unmistakable brand properties, for example, logos and hues, these simply make up the obvious brand. Each new brand need to position and brand itself as an organization that can convey huge included an incentive for the clients, through extending the administration model of conventional publicizing offices. The brand incorporates the organization to advocate straightforwardness and decent variety, Visible correspondence, and purposes of contact with the organization. From the site to the workplace and the unmistakable items. Brands are required to be steady and suitable.