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

See all articles by Pamela W. Henderson

Pamela W. Henderson

affiliation not provided to SSRN

Joseph A. Cote

Washington State University - Department of Marketing

Siew Meng Leong

National University of Singapore (NUS) - NUS Business School

Bernd H. Schmitt

Columbia Business School - International Business

Abstract

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.

Note: This is a description of the paper and not the actual abstract.

Suggested Citation

Henderson, Pamela W. and Cote, Joseph A. and Leong, Siew Meng and Schmitt, Bernd H., Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength. International Journal of Research in Marketing, Forthcoming. Available at SSRN: https://ssrn.com/abstract=348520

Pamela W. Henderson (Contact Author)

affiliation not provided to SSRN ( email )

Joseph A. Cote

Washington State University - Department of Marketing ( email )

14204 NE Salmon Creek Avenue
Vancouver, WA 98686
United States
360-546-9753 (Phone)
360-546-9037 (Fax)

HOME PAGE: http://www.vancouver.wsu.edu/fac/cote_joe/home.htm

Siew Meng Leong

National University of Singapore (NUS) - NUS Business School ( email )

1 Business Link
Singapore, 117592
Singapore

Bernd H. Schmitt

Columbia Business School - International Business ( email )

New York, NY
United States
212-854-3468 (Phone)
212-854-7647 (Fax)

HOME PAGE: http://www.meetschmitt.com

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