Brand Logo Research Articles

An investigation of the branding strategies of the top 20 Indian business schools

The paper intends to understand the process of global branding and recommend an approach for global branding for the Indian management institutions. The study has been made by performing a content analysis of the brand name, logo, and symbol and text information in form of faculty, placements, accreditation, and targeted audience. The analysis reveals that the top institutes are investing in brand building through accreditations with local as well as global agencies, student-placements, faculty, and location, and out-reach through off-campuses in other countries. The paper brings out the prevalent and proposed branding practices of these institutes.

Structural equation modeling of brand logo indicators and its impact on the loyalty of consumer

Abstract. This study aims at investigating the role of brand logo on consumers' loyalty and developing an appropriate analytical model. In this study, a questionnaire with 55 questions, which is made by authors, is used for investigate research’ variables. Target population of the study is consisted of all brand consumers of different products, e.g. textile, food, electronic and sanitary devices, in Tehran, of which 377 persons were sampled using cluster method to respond to the questionnaire of the research. To assess the validity of the questionnaire, the content and construct validity were used and its reliability was measured by Cronbach's alpha, which the reliability of the whole questionnaire was 0.954. Data from the survey questionnaires using structural equation modeling was analyzed, which resulted in good results for indices of fit and fitness of the model.The results of this study showed a direct correlation between independent variableand the dependent variable. Results of testing the main hypotheses of the study using structural equation modeling showed a causal relationship between research’s variables. The fitness indicators of the model show that model in terms of suitability and fitness indicators has a good condition. Thus, we can conclude that model has a good fitness.The results also showed that all indicators of function variable have good T values (greater than 1.96) and acceptable load factor. In addition, according to the path coefficients, research variables altogether are able to explain 89% of variations of loyalty variable.

Attention to social comparison information and brand avoidance behaviors

This research links brand avoidance behaviors to attention to social comparison information (ATSCI). We posit that high (vs low) ATSCI consumers will suffer from more social-evaluative uncertainty, i.e., more uncertainty regarding others’ reactions to their brand choices. To alleviate this problem, high ATSCI consumers will avoid distinctive or conspicuous brands and brand icons that might draw the attention of others, playing safe in their brand choices, rather than risking social disapproval. Two preliminary studies provide support for the theoretical assumptions, confirming that ATSCI is positively associated with brand consciousness, brand social-evaluative uncertainty, and brand avoidance motivated by social-evaluative concerns. Study 1 examines brand identification and shows that although high and low ATSCI consumers identify themselves with equally prestigious brands, the former avoid identifying with distinctive brands. Study 2 demonstrates that unlike their low ATSCI counterparts, high ATSCI consumers avoid conspicuous brand logos even in the case of highly prestigious brands.

Conflicts of Interest, Culture Jamming and Subversive (S)ignifications: The High Fashion Logo as Locational Hip hop Artic

In 2012, a fashion line called “Conflict of Interest NYC” (C.O.I.) released a collection of three unisex t-shirts: each one took the brand name and/or logo of a storied fashion house and imposed a set of urban and hip hop references to subvert the brand’s refined, Eurocentric connotations. This article describes the t-shirts’ function as parodies using media studies accounts of culture jamming as political practice; Linda Hutcheon’s formulation of parody as literary method; and Henry Louis Gates’s outline of Signifyin(g) in the black oral vernacular tradition. It further contextualizes the t-shirts within historical tensions between dominant fashion institutions and hip hop culture at the semiotic level of the brand logo. It then reads the t-shirt containing the name BALLINCIAGA (manipulating the Paris fashion house Balenciaga) for its intertextual and historical relations to the expressive forms and urban locations of hip hop culture. Finally, the article examines a photograph of a fashion editor wearing the BALLINCIAGA t-shirt to London Fashion Week, in October 2012, as a moment of resistance but also of fashion re-appropriating the t-shirts’ political content. Still, the t-shirts’ circulation as commodities permits for reflection on the politics of fashion and subcultures within the dominant logic of capitalism.

Love for logos: Evaluating the congruency between brand symbols and typefaces and their relation to emotional words

Simple line segments and shapes convey emotional meaning, with rounder shapes being linked with positive emotions and generally preferred over more angular shapes. We assessed the hypothesis that brand components – specifically typeface and logo symbol – with similar scores on visual analogue scales (anchored by sound/shape symbolic stimuli) would be associated with a higher frequency of positive emotions. We also evaluated whether roundness or angularity were correlated with positively valenced emotions. Nine different brand logos were tested; each was separated into its logo symbol and typeface. Half of the 80 participants rated the logotype while the other half rated the logo symbol using a variety of shape symbolism scales. The participants were also asked to choose the emotions that they associated with each of the brands from a list of 20 emotions. Brand components that presented (dis-) similar scores in terms of the shape symbolism scales were coded as (in-) congruent. Those brands with more congruent scores also presented more positive as compared with negative emotions. These results support the view that more congruent design elements in brand logos can give rise to higher emotional engagement. They also help to explain the way in which consumers perceive brands.

국내 커피전문점의 유니폼 디자인 분석

Abstract The purpose of this study is to find the differences among the clothing brands through examination of present situation about uniform design in domestic coffee houses and provide the basic materials in developing uniform designs to reflect the brand identity. For research contents and method, the overall circumstances were examined about the domestic coffee houses and their uniforms at large via literature review. Then, characteristics on their 10 uniform designs were reviewed according to item, color, pattern and accessary. The following are results. First, cardigan, cap, and necktie according to the individual brand are added with basis of shirt and apron in composition of coffeehouse's uniform. Second, in cardigan, those colors including black, navy and brown are used, reminding of the coffee. Brand logo or symbol is also presented on it, which addresses the brand image. Third, the kind of shirt consists mainly with long or short shirt blouse and long sleeve or short sleeve pique shirt. Job title or gender differentiates the shape and color. Fourth, one-piece type is commonly applied for the apron. At the same time, a short skirt is put on as well. An image expression is often found by the unique brand color also, but mostly, some dark tones like brown or black are largely used. Fifth, in cap, various kinds are worn including the cap as in the case of baseball, fedora, beret, and hunting cap. In color, black or brown color same to that of apron is common, which fails to show differentiation. Thus, consideration of color remix with application of brand symbol is thought to be an alternative to this.Keywords: coffee house, uniform, design

Breaking Through Complexity: Visual and Conceptual Dimensions in Logo Evaluation across Exposures

This research investigates the effects of visual and conceptual complexity (VC and CC) on brand logo evaluations at single and multiple exposures. Building upon the theoretical distinction between visual and conceptual constructs and on a processing fluency account, it is proposed that the effects of VC and CC on attitude toward the logo change across exposures following opposite patterns, and are driven by the mechanisms of perceptual fluency and conceptual fluency, respectively. The results of a hybrid experimental study suggest that the initially positive effect of VC on attitude toward the logo becomes negative with multiple exposures, whereas the initially negative effect of CC on attitude toward the logo becomes positive as exposures increase. The findings contribute to research on consumer reactions to the visual elements of brands, and offer guidelines to brand managers and logo designers for leveraging on VC and CC, as well as on the number of exposures, in order to raise the attractiveness of logos.

Place the Logo High or Low? Using Conceptual Metaphors of Power in Packaging Design

Across three studies, this research examines how marketers can capitalize on their brand's standing in the marketplace through strategic logo placement on their packaging. Using a conceptual metaphor framework, the authors find that consumers prefer powerful brands more when the brand logo is featured high rather than low on the brand's packaging, whereas they prefer less powerful brands more when the brand logo is featured low rather than high on the brand's packaging. Furthermore, the authors confirm that the underlying mechanism for this shift in preference is a fluency effect derived from consumers intuitively linking the concept of power with height. Given this finding, the authors then demonstrate an important boundary condition by varying a person's state of power to be at odds with the metaphoric link. The results demonstrate when and how marketers can capitalize on consumers’ latent associations through package design.

Combating phishing attacks via brand identity and authorization features

AbstractPhishing, also called brand spoofing, has become the most troubling scam on the Internet, which seriously threatens the Web security. The essence of phish is that “robbers” use false sites, which look like a trustworthy brand site, where favicon, logo and copyright notice are important brand identities. We analyzed 78‐day phishing data of PhishTank and Anti‐Phishing Working Group (APWG). The statistics show that more than 98.93% phishing sites contain at least one brand entity—favicon, logo or copyright notice. Indeed, only a few lowest‐quality phishing campaigns do not use such brand elements. Obviously, brand entities are powerful weapons of phishers to trick users. By analyzing the characteristics of brand entities in phishing sites, several brand identity features are extracted. However, only brand entities do not consider whether the Web page with brand entities belongs to the corresponding brand or has an authorization to use the brand entities. To solve this problem, redirection, incoming links and Domain Name System (DNS) information‐based brand authorization features are further extracted to discriminate the sites with branding rights from phishing sites. Based on extracted features, statistical anti‐phishing classification models are trained. We collected a diverse spectrum of corpora containing 3863 phishing cases from PhishTank and APWG, and 17 571 legitimate samples from DMOZ, Google and DNS resolution log. Experimental evaluations show that the model achieves 98.8% true positive rate and 0.09% false positive rate, which demonstrates the competitive performances of extracted features for statistical anti‐phishing in practice. Copyright © 2014 John Wiley & Sons, Ltd.

문화자본 및 경제자본에 따른 럭셔리 브랜드 소비가치와 브랜드 시그널 선호도

1) As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual’s cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by ‘self-oriented value’ and ‘others-oriented value’ as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue ‘self-oriented consumption value’. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with ‘self-oriented consumption value’ has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with ‘other-oriented consumption value’ has shown high preference towards highly visible brand logo.

Measuring brand awareness as a component of eating habits in Indian children: the development of the IBAI questionnaire.

To develop an instrument that allows one to estimate the Indian children's brand awareness of alimentary products. The IBAI (International Brand Awareness Instrument), an age specific tool composed of 12 sheets with images reporting brand logos of alimentary products, has been adjusted for the Indian context in order to investigate on infants' cognitive skills of recalling and recognizing. The IBAI was piloted in a sample of 100 children aged from 3 to 10 y and enrolled in New Delhi schools. Children aged 7-10 y showed an higher brand awareness as compared to those of 3-6 y. The IBAI instrument may be a component for further analysis of the influence of food marketing on child's diet, foods' choices and preferences within the Indian social and cultural macro-context. Findings suggest that children over 6 y are particularly gullible by brands and TV promoted advertising. Prevention through information should, therefore be offered to school aged children and their parents, involving teachers, nutritionists and experts in developmental psychology also.

Tolerance for distorted faces: Challenges to a configural processing account of familiar face recognition

Face recognition is widely held to rely on ‘configural processing’, an analysis of spatial relations between facial features. We present three experiments in which viewers were shown distorted faces, and asked to resize these to their correct shape. Based on configural theories appealing to metric distances between features, we reason that this should be an easier task for familiar than unfamiliar faces (whose subtle arrangements of features are unknown). In fact, participants were inaccurate at this task, making between 8% and 13% errors across experiments. Importantly, we observed no advantage for familiar faces: in one experiment participants were more accurate with unfamiliars, and in two experiments there was no difference. These findings were not due to general task difficulty – participants were able to resize blocks of colour to target shapes (squares) more accurately. We also found an advantage of familiarity for resizing other stimuli (brand logos). If configural processing does underlie face recognition, these results place constraints on the definition of ‘configural’. Alternatively, familiar face recognition might rely on more complex criteria – based on tolerance to within-person variation rather than highly specific measurement.

Effects of plain packaging on decision-making and reward for nicotine cigarettes

Effects of plain packaging on decision-making and reward for nicotine cigarettes Laura E Martin1,21Hoglund Brain Imaging Center, 2Department of Preventive Medicine and Public Health, University of Kansas Medical Center, Kansas City, KS, USAAbstract: Cigarette smoking remains the leading preventable cause of death worldwide. Efforts to reduce smoking prevalence include changes to policies that are expected to have impacts on smoking behaviors. Plain packaging has been introduced as a method to reduce the appeal of smoking by removing such branding information as pack colors and brand logos from cigarette packages. Behavioral studies of plain packaging demonstrate reductions in the appeal of cigarette packages, changes in smoking behaviors, and expected reductions in smoking initiation. Neuroimaging studies of branding demonstrate that the neural systems of rewards and cognitive control are associated with processing brand information (eg, logos). Neuroimaging studies in smokers demonstrate that the neural systems of reward respond to images of cigarettes and are associated with reductions in cognitive control responses. The current review discusses the state of research on plain packaging in terms of a biopsychosocial model of addiction in which behavioral studies of plain packaging can identify psychological and social changes related to packaging, whereas neuroimaging studies can identify biological changes underlying the psychological and social impacts of packaging. Together, these studies show that plain packaging may reduce positive perceptions of smoking by reducing related reward responses in the brain, thus increasing the likelihood that smokers will be able to resist the urge to smoke, and perhaps quit smoking altogether.Keywords: smoking, plain packaging, neuroimaging, branding, reward

This Logo Moves Me: Dynamic Imagery from Static Images

The authors propose that static visuals can evoke a perception of movement (i.e., dynamic imagery) and thereby affect consumer engagement and attitudes. Focusing on brand logos as the static visual element, the authors measure the perceived movement evoked by the logo and demonstrate that the evoked dynamic imagery affects the level of consumer engagement with the brand logo. They measure consumer engagement through both self-report measures and eye-tracking technology and find that engagement affects consumer attitudes toward the brand. The authors also show that the perceived movement–engagement–attitude effect is moderated by the congruence between perceived movement and brand characteristics. These findings suggest that dynamic imagery is an important aspect of logo design, and if used carefully, it can enhance brand attitudes.

The Types of Expression and Meanings of Calligraphy Appearing in Modern Fashion

The purpose of this study was to analyze the types and meanings of calligraphy presented in modern fashion design. Calligraphy refers to beautiful handwriting or fine penmanship in the West, and handwriting with brushstrokes in the East. The expression patterns being used at present can be divided into three categories. Legible calligraphy is focused on readability more than embellishment. Decorative calligraphy places its importance on decoration at the expense of practicality. The third type, harmonious calligraphy, pursues decorativeness and legibility at the same time. Each of these types of calligraphy is expressed in modern fashion with its own purpose: calligraphy for conveying emotional messages, calligraphy as a special brand image, and calligraphy as an expression of formativeness. The first, calligraphy for conveying emotional messages, is used with characters that are familiar to the public. Calligraphy of this type delivers messages confined emotionally to the conscious world, harmonizing calligraphy with words, or expressing readability filled with purity and delight. Second, calligraphy as a special brand image refers to transmitting a distinctive brand image from other companies through employment of a design motive or pattern by expressing the brand logos or names of designers. Third, calligraphy as a expression of formativeness has the function of shaping expressions as motives or patterns, avoiding meanings of words or phrases. It can be represented by the abbreviation or modification of words, or arranging words in different shapes, harmonizing the words with the clothing construction and atmosphere of the other images. Keywords: calligraphy, letter, message, brand logo

남성 소비자의 캐주얼 의류에 대한 태도와 구매 특성에 관한 연구

As men have started to show more desire to express themselves through clothing and accessories also they learn by themselves and take diverse experiences about fashion. At the same time, men's fashion-consciousness is growing together. The role of male consumers' is becoming significant in the fashion market, and there has been more research on their clothes and fashion is increasing, however research on the male casual clothing for their 30~49 years old group is still insufficient. This study aims to examine the casual brands for men in their 30~40s and their characteristics among other men's brands recently appearing in Korea. The results of the study found: first, regarding the questionnaire to give men's casual brand names, 30s males' answers showed clearer recognition about the casual brand than those of 40s males. secondly, the factors affecting attitude of male consumers' towards casual brands are designed 'aesthetics', 'surroundings' and 'price', and the men in their 40s put more important than men in their 30s on 'aesthetics' and 'surroundings'. third, when men were actually buying casual brand, they then took five characteristic factors into account namely: 'the external environment', 'functionality' design 'aesthetics', 'symbolic' and 'price'. Men in their 30s did not show much difference in actual purchase characteristics in regards for the brand factors but men in their 40s showed interest when asked about 'buying product with noticeable brand logo or trademark' item among 'symbolic' factors than men in their 30s (p< .01 of significant difference).

The hard-won benefits of familiarity in visual search: naturally familiar brand logos are found faster

Familiar items are found faster than unfamiliar ones in visual search tasks. This effect has important implications for cognitive theory, because it may reveal how mental representations of commonly encountered items are changed by experience to optimize performance. It remains unknown, however, whether everyday items with moderate levels of exposure would show benefits in visual search, and if so, what kind of experience would be required to produce them. Here, we tested whether familiar product logos were searched for faster than unfamiliar ones, and also familiarized subjects with previously unfamiliar logos. Subjects searched for preexperimentally familiar and unfamiliar logos, half of which were familiarized in the laboratory, amongst other, unfamiliar distractor logos. In three experiments, we used an N-back-like familiarization task, and in four others we used a task that asked detailed questions about the perceptual aspects of the logos. The number of familiarization exposures ranged from 30 to 84 per logo across experiments, with two experiments involving across-day familiarization. Preexperimentally familiar target logos were searched for faster than were unfamiliar, nonfamiliarized logos, by 8% on average. This difference was reliable in all seven experiments. However, familiarization had little or no effect on search speeds; its average effect was to improve search times by 0.7%, and its effect was significant in only one of the seven experiments. If priming, mere exposure, episodic memory, or relatively modest familiarity were responsible for familiarity's effects on search, then performance should have improved following familiarization. Our results suggest that the search-related advantage of familiar logos does not develop easily or rapidly.

Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude

Although good logos are essential for creating brand awareness and brand equity, the effects of logo design features have not been tested empirically. Extending previous findings regarding the effects of design complexity and exposure in advertising to the field of brand logos, two experiments tested the effects of logo complexity and exposure on brand recognition and brand attitude. It was hypothesized that logo complexity moderates the effects of exposure on logo recognition and brand attitudes, such that exposure increases recognition and positively impacts brand attitudes in particular for complex logos. Experiment 1 (N = 68) tested the effects of six unfamiliar logos on recognition (in milliseconds) in a 2 (logo design complexity: simple vs complex) × 2 (logo exposure: one vs four) mixed design. Experiment 2 (N = 164) tested the effects of eight familiar logos on logo recognition and brand attitudes in a 2 (complexity: simple vs complex) × 2 (logo exposure: well-established vs recently established) within-subjects design. Findings showed that increases in exposure led to an increase in brand recognition and to more positive attitudes in particular for complex brand logos, suggesting short-term benefits for simple brand logos, and long-term benefits for complex logos.

Using Color Difference with Shape Context for Logo Recognition

Logos belonging to the same brand can be diverse in shape and color, so logo recognition is a challenging research topic. Because of the diversity of logos, if we consider only the shapes of logos in the recognition process, we will suffer from the high cost in terms of the overall execution time. In this paper, we propose to use shapes as well as colors of logos in the recognition process. Before using shapes of logos to recognize the brand of an interested logo image, we calculate the color difference between it and the brand logo images in the database. Then, we select from the database the images to which the interested logo image is similar according to their color difference, and we measure the similarity between the shape of the interested logo image and the shape of each of the selected images. We recognize the interested logo image as the brand logo that is most similar to it. The experimental results show the following: Compared to that we use only shapes in the recognition process, if we use color difference before using shape, then we can save a significant amount of time, and the proposed approach has the potential to improve the overall recognition rate. Index Terms—Color difference, logo recognition, shape context

Services branding: is it a matter of gender?

Purpose – The purpose of this paper is to verify whether gender traits of brand personality (masculinity vs femininity) are able to differentiate services brands belonging to the same service industry. Second, this paper intends to assess the validity of Grohmann's scale (that measures the masculine and the feminine dimensions of brand personality) among Italian consumers. Design/methodology/approach – Empirical research was conducted on a sample of 200 consumers. Participants were asked to rate their perceptions of the masculinity vs femininity dimensions of four different service brands (two brands of food retailers and two brands of airlines). Findings – The findings show that Grohmann's scale reaches high levels of validity in the Italian context, as well and that femininity and masculinity measured by that scale are able to register differences in services brand positioning for brands belonging to the same service industry. Research limitations/implications – The services category includes very heterogeneous services with different degrees of interaction and consumer's involvement. Further studies are needed to isolate the impact of the perceived MBP and FBP associated either with the service industry/category or with the specific brand. Practical implications – Marketing managers can actively try to influence consumer's perceptions of FBP and MBP through the brand logo colors, brands slogans, masculine or feminine spokespeople, etc. to obtain their desired positioning. Originality/value – The paper is the first to specifically study brand personality's gender dimensions within services environments. The paper also supports the validity of Grohmann's scale outside the German context.