What is it about?
How is a commercial symbol or isotype perceived? The paper offers insights into the relationship of relevant symbol-related variables. Also, it presents the values for some variables measurede of 142 brand symbols. These data can be used to compare with its own company values.
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Why is it important?
This study is the first that offers normative logo data that can be used by practitioners as a benchmark of logo performance. Moreover, it promotes future research as it confirms and disconfirms previous findings and offers some new insight on brand symbol research.
Perspectives
In the psychology accademic field, normative data are widely used. We are scholars who have one foot on the psychology field and the other on the marketing and organizational communication field. Therefore, we see the utility of normative data such as those we have presented in this article. Moreover, the studies we have presented offer insights useful for designing brand isotypes.
Giorgio De Marchis
Universidad Complutense de Madrid
Read the Original
This page is a summary of: Comparative values of variables related to brand logos, Measuring Business Excellence, March 2018, Emerald,
DOI: 10.1108/mbe-12-2016-0062.
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