Marketing Research/ Demographics/ Consumer Behavior
Many companies and sports teams have revised their logos over time in efforts to reposition their brand image. Still, the need for establishing a reliable method to guide this important decision still persists. This study offers an empirical method for selecting logos for companies and/or brands by testing the perceptions of consumers using 16 bi-polar personality traits adapted from the literature. The data were collected from undergraduate marketing students for demonstration purposes. The paper proposes that the perceptions for a logo of multiple samples from the same target population will be the same. The findings support the proposition. Implications and suggestions for future research are discussed.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Girard, Tulay and Pope, Michelle, "A Logo Selection Method" (2010). Association of Marketing Theory and Practice Proceedings 2010. 62.