Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength
International Journal of Research in Marketing, Forthcoming
Posted: 5 Jun 2003
Guidelines for designing visual brand stimuli are developed using logo evaluations in China and Singapore. Significant relationships were found between design elements and such desired consumer responses as positive affect, quality perceptions, recognition, consensus in meaning, and geomancy. Chinese and Singaporean respondents held similar design perceptions and reacted similarly to their effects. The findings imply that businesses may leverage design to strengthen their brands in Asia. Specifically, elaborate, natural, and harmonious logo designs may be employed to create positive affect, quality perceptions, clear meaning, true recognition, and favorable geomancy. As many of these relationships also hold in the U.S., the visual aspects of branding may apply across international borders.
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