Article2001

The added value of corporate logos ‐ An empirical study

Cees B.M. Van Riel · Anouschka van den Ban

140 citations0/0 files storedEuropean Journal of Marketing

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Describes the evaluations, by potential customers, of a new logo of a Dutch bank. Evaluations were measured before and after the introduction, comparing perceptions of the new logo with the observations of the logos of two competitors (a larger and a smaller one). The study indicates that people attribute different associations to each logo. The set of associations they have with the logo appeared to increase if respondents were confronted with the name of the company behind the new logo. After the launch of the new logo, embedded within a nation‐wide advertising campaign, the positive associations increased and the negative evaluations decreased. The majority of interviewees were able to describe associations that matched the intentions which the bank wanted to express with its new corporate symbol.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1968Attitudinal effects of mere exposure.1995Principles of Corporate Communication 1998Guidelines for Selecting or Modifying Logos 1998Identity in Organizations: Building Theory Through Conversations 1983The Information Processing of Pictures in Print Advertisements 1998Corporate Identity and the Advent of Corporate Marketing 1991Corporate identity: making business strategy visible through design

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