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Brand Logo Perception In A Globalized Society

Author

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  • Emanuela Maria AVRAM

    (University of Bucharest, Romania, Faculty of Business and Administration)

Abstract

Strong brands are rapidly spreading into a globalized society and becoming known to many people. Elements such as name, graphic representation, symbols and colors used are the most important features of a brand. They differentiate the brands and attract consumers thus having a strong impact on their buying decision. That is why looking into consumer perception about brand logo is of crucial importance to organizations. This study offers examples of different brands illustrating how powerful a good logo is. The results reveal the importance of colors and brand logo design and the power of these elements to influence consumers’ decisions and emotions.

Suggested Citation

  • Emanuela Maria AVRAM, 2019. "Brand Logo Perception In A Globalized Society," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 19, pages 39-46, May.
    • Handle: RePEc:cmj:seapas:y:2019:i:19:p:39-46
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    References listed on IDEAS

    as
    1. Pantea Foroudi & Zhongqi Jin & Suraksha Gupta & Mohammad M. Foroudi & Philip Kitchen, 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Post-Print hal-01813914, HAL.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Logo perception; Strong brands; Color; Globalized society; Consumers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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