BRAND LOGO PERCEPTION IN A GLOBALIZED SOCIETY

Abstract

Strong brands are rapidly spreading into a globalized society and becoming known to many people. Elements such as name, graphic representation, symbols and colors used are the most important features of a brand. They differentiate the brands and attract consumers thus having a strong impact on their buying decision. That is why looking into consumer perception about brand logo is of crucial importance to organizations. This study offers examples of different brands illustrating how powerful a good logo is. The results reveal the importance of colors and brand logo design and the power of these elements to influence consumers’ decisions and emotions.

Keywords

• Logo perception
• Strong brands
• Color
• Globalized society
• Consumers