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The Study Of Brand Logo Features: Comparisons Between Fast Moving Consumer Products And Durable Products

Author

Listed:
  • M.L.SAWIKA UNAHANANDH

    (Chulalongkorn Business School)

  • TEERAYOUT WATTANASUPACHOKE

    (Chulalongkorn Business School)

  • PIMMANEE RATTANAWICHA

    (Chulalongkorn Business School)

  • PURIPANT RUCHIKACHORN

    (Chulalongkorn Business School)

Abstract

This research studied brand logo features by comparing between fast moving consumer products and durable products. The representatives of both product groups consisted of cosmetic and furniture businesses respectively. This study focused on three important components of brand logos, which are pictures, colors and font characters. Data for logo picture studied was collected from 400 samples using judgmental sampling technique and questionnaire survey. Data analysis from previous research and literatures were employed for logo color and font. According to the results for the cosmetic products, the chosen suitable picture was related mainly to emotional benefits. The selected logo color was pertinent to feminine, luxury, mystery and loyalty. The font characters in this respect were connected well to attractiveness, happiness and feminine. Regarding the furniture products, the suitable picture was related mainly to functional benefits. The selected logo color was pertinent to stability, reliability, trustworthy, dependability and durability. The font characters in this respect were connected well to stability, rigidity and conformist.

Suggested Citation

  • M.L.Sawika Unahanandh & Teerayout Wattanasupachoke & Pimmanee Rattanawicha & Puripant Ruchikachorn, 2018. "The Study Of Brand Logo Features: Comparisons Between Fast Moving Consumer Products And Durable Products," Proceedings of International Academic Conferences 6509698, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:6509698
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    File URL: https://iises.net/proceedings/40th-international-academic-conference-stockholm/table-of-content/detail?cid=65&iid=065&rid=9698
    File Function: First version, 2018
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    More about this item

    Keywords

    Brand Logos; Fast Moving Consumer Products; Durable Products; Pictures; Color; Font Characters;
    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
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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