A design without logo does not damage brand
Private label brands have been growing slowly across different countries and have made their place on the shelves and the sales. Some of them have their own different logos from the retailer, others use the same logo and branding. We wonder what would happen to a product without a logo. We explore a...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2019 |
| País: | España |
| Institución: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:196648 |
| Acceso en línea: | https://ddd.uab.cat/record/196648 https://dx.doi.org/urn:doi:10.5565/rev/grafica.128 |
| Access Level: | acceso abierto |
| Palabra clave: | Brand Logotype Private label brands Phantom brands Graphic design Logotipo Marcas de distribución Marca propia Diseño gráfico Marca Branding Logotip Marques de distribució Marca blanca Marca pròpia Disseny gràfic |
| Sumario: | Private label brands have been growing slowly across different countries and have made their place on the shelves and the sales. Some of them have their own different logos from the retailer, others use the same logo and branding. We wonder what would happen to a product without a logo. We explore also what would happen if the distribution logo had a non-symbolic shape rather than a specific figurative new shape, but different from the retail brand. We designed an experiment with 3 groups. We observe that the logo absence and the non-symbolic logo have results on brand perception. The design with a symbolic logo obtains better results. Results suggest that using a symbolic logo, could be interesting for retailers with private label brands. |
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