abhishreshthaa
Abhijeet S
In the early 1999s, a seminal study as done in the US to find out the differential impacts of logos vis-à-vis just a brand name. Consumers were asked to rate brands by looking at just the name (in normal typeface).
They were then asked to rate the same names presented as ‘logos’. The results had some interesting observations. Logos could help a brand improve its ratings by a large margin. But not all logos helped brand image recognition. In fact, some brand name seemed to score better than their brand logos. Obviously, the positive scoring logos seemed to be triggering the right associations in the consumers’ minds, while the less popular logos left the consumers a little perplexed.
Logos, as the designers pointed out, is but 'flypaper' to which brand associations can get attached. With the right inputs, they get instant recognition and recognition in turn leads to recall of associations. The three-pointed star on ATP tournament nets is enough to remind the viewer of Mercedes and its class. A 'swoosh' on the side of a shoe is all that is needed to trigger a brand memory of Nike.
A study by Cogito Consulting of FCB-Ulka Group has shown that visual cues are remembered much more than just audio cues or slogans. This seems to hold true for both heavily advertised brands and not very heavily advertised brands, as well as for younger (<5 years) brands and older brands. The difference in recall is the highest in the case of young, low advertising brands, with scores as much as twice for visual cues, compared to slogans (76 per cent v/s 38 per cent).
They were then asked to rate the same names presented as ‘logos’. The results had some interesting observations. Logos could help a brand improve its ratings by a large margin. But not all logos helped brand image recognition. In fact, some brand name seemed to score better than their brand logos. Obviously, the positive scoring logos seemed to be triggering the right associations in the consumers’ minds, while the less popular logos left the consumers a little perplexed.
Logos, as the designers pointed out, is but 'flypaper' to which brand associations can get attached. With the right inputs, they get instant recognition and recognition in turn leads to recall of associations. The three-pointed star on ATP tournament nets is enough to remind the viewer of Mercedes and its class. A 'swoosh' on the side of a shoe is all that is needed to trigger a brand memory of Nike.
A study by Cogito Consulting of FCB-Ulka Group has shown that visual cues are remembered much more than just audio cues or slogans. This seems to hold true for both heavily advertised brands and not very heavily advertised brands, as well as for younger (<5 years) brands and older brands. The difference in recall is the highest in the case of young, low advertising brands, with scores as much as twice for visual cues, compared to slogans (76 per cent v/s 38 per cent).