Unusual Brand Logos And Images Work Well

The world of branding is full of iconic characters, images and logos that help hawk a company's wares, but those that seem to have little in common with its product may be the most effective, says a University of Michigan researcher. "Among marketers, there has been a trend to employ unusual visual identifiers that have little, if anything, to do with the product," says Norbert Schwarz, a professor of marketing at Michigan's Ross School of Business. "An advantage for marketers of including distinct visual identifiers in the design of their logo or label is that such features help garner consumer attention. Also, over time, many of these symbols become part of a brand's equity."

Provided by: University of Michigan (Ross) Topic: Software Date Added: Mar 2008 Format: HTML

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