Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity

Abstract

Logos frequently include textual and/or visual design elements that are descriptive of the type of product/service that brands market. However, knowledge about how and when logo descriptiveness can influence brand equity is limited. Using a multimethod research approach across six studies, the authors demonstrate that more (vs. less) descriptive logos can positively influence brand evaluations, purchase intentions, and brand performance. They also demonstrate that these effects occur because more (vs. less) descriptive logos are easier to process and thus elicit stronger impressions of authenticity, which consumers value. Furthermore, two important moderators are identified: the positive effects of logo descriptiveness are considerably attenuated for brands that are familiar (vs. unfamiliar) to consumers and reversed (i.e., negative) for brands that market a type of product/service linked with negatively (vs. positively) valenced associations in consumers’ minds. Finally, an analysis of 597 brand logos suggests that marketing practitioners might not fully take advantage of the potential benefits of logo descriptiveness. The theoretical contributions and managerial implications of these findings are discussed.

The Journal of Marketing Research Today: Spanning the Domains of Marketing Scholarship

“…Across these methods, we observe several common elements in the conversation that emerges across papers, including their constructs (brand image, visual imagery, authenticity, and consistency) and the common body of research on brand equity on which they build. For example, using a combination of lab studies and analysis of revenue data from Compustat, Luffarelli, Mukesh, and Mahmood (2019) show that more descriptive logos are easier for consumers to process, and are perceived as more authentic, than less descriptive logos, increasing brand evaluations and purchase intentions. Complementing this work, Chan, Boksem, and Smidts (2018) use fMRI to measure consumers’ mental associations of a brand and show that consistency across consumers in the neural profiles evoked by a brand predicts the strength of the brand’s image as reported by consumers.…”

Living wage in the framework of corporate social responsibility: Analyzing its impact on consumer response

“…This is due to the fact that CSR products tend to be more expensive than regular products (Tully & Winer, 2014), which could skew the comparison of LW with neutral phrases. The deliberate absence of a purchase intention question was meant to overcome, when evaluating processing fluency, the variable that is linked to consumer responses such as preference and choice (Luffarelli et al, 2019;Shapiro & Nielsen, 2013). However, consumer decisions do not limit themselves to purchase.…”

“…This variable has a great potential in assessing the effectiveness of communication strategies because it is closely related to favorable consumer responses and is not affected by the drawbacks of selfreports (Schwarz, 2004). Previous research suggests that greater processing fluency promotes positive attitudes and affective reactions (Schwarz, 2004;Winkielman et al, 2003), preference and choice (Luffarelli, Mukesh, & Mahmood, 2019;Shapiro & Nielsen, 2013), as well as credibility and willingness to participate in recommended behavior (Song & Schwarz, 2008). In addition, the rate of processing fluency can be measured through objective means such as response time (Schwarz, 2004).…”

“…Processing fluency level among consumers depends on internal and external factors (McGrath & Tschan, 2004;Schwarz, 2004). From the internal standpoint, it is influenced by habits, previous personal experiences, and familiarity with information (Luffarelli et al, 2019;McGrath & Tschan, 2004). Since prosocial consumers take part in socially responsible consumption and tend to participate more than others in CSR initiatives that benefit third parties (Huang et al, 2014;Lee & Cho, 2018), it is expected that they exhibit greater processing fluency with regard to CSR messages, and in particular with FT and LW messages.…”

Valoración de la eficacia del diseño de marca de las ONG españolas = Assessment of the effectiveness of the Spanish NGOs brand design

“…En las últimas dos décadas, diferentes estudios (Henderson y Cote, 1998;Doyle y Bottomley, 2004;Doyle y Bottomley, 2006;Pittard, Ewing y Jevons, 2007;Hynes, 2009;Grohmann et al, 2013;Luffarelli, Mukesh y Mahmood, 2019) han demostrado que las características formales y gráficas de la marca influyen en las percepciones y reacciones de los consumidores hacia la marca y, por tanto, en las percepciones y reacciones hacia la empresa u organización. Esto explica que el diseño de la marca constituya un tema de vital importancia (Miller et al, 2007;Hynes, 2009;Foroudi, Gupta y Melewar, 2017) que suponga un reto importante para cualquier empresa (Henderson y Cote, 1998) y al que se destinen importantes sumas de dinero y tiempo (Ewing, 2006), buscando en último término el diseño más eficaz.…”