Think of a powerful company and it’s likely to have an equally powerful logo. Examples include the golden arches of McDonald’s, Starbucks’ mermaid and the bitten apple of – yes – Apple.
Writing for MIT Sloan Management Review, C. Whan Park, Andreas B. Eisingerich and Gratiana Pol explain how they studied 77 corporate brands from the Fortune 500 and interviewed 450 respondents about different brand logos. Their aim was to answer three questions:
1) What are the important benefits that logos can offer other than enhanced brand identification, and how can logos influence customers’ brand commitment and company performance?