Summary BriefLogo Selection and Modification Guides:An Empirical International Validation
نویسنده
چکیده
Brand elements, including: brand name, logo, slogan, colors, jingles and characters, can be considered as important determinants of brand awareness and brand image (Keller 1998; Schmitt 2000). In this study we investigate the effects of logo design characteristics on brand recognition and effect in the Chilean market. The overall conclusion is that the logo design characteristics (harmony, parallel, etc.) identified in the US based literature, do affect consumer responses on a cross-cultural setting, thus adding value to the original framework There are certain variables though, that behave differently than expected when studied in an overseas setting.
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