The Study On The Memory Of Brand Logo

With the continuous development of modern economy,The external brand performance as the core competitiveness of enterprises,In terms of marketing brand plays the inestimable role,even is known as the "cash cow" of the enterprise,the brand logo as the image of the brand endorsement is the embodiment of enterprise comprehensive quality,its importance is self-evident.As a commercial brand information symbols of the brand logo, it is a bridge for communication between enterprises and consumers, has penetrated into all aspects of people's social life.But in terms of the nature of brand logo, it is more of an impression carrier.A perfect brand logo carrying a message of all aspects of enterprise culture idea and pursuit, reputation and service attitude, it needs to allow consumers to see the "visual language" and produce corresponding brand association.The current research found that consumers' understanding of the signs is an important factor affecting the memory of brand logo;In addition,rich in association with the meaning of the brand name than the lack of association with the meaning of the brand name is more likely to be remembered.so interpret the brand logo at different levels after memorizing the brand logo or to guide the memory with the key words of different matching degree with brand association to see whether the memory effect of brand logo is affected.From the brand association perspective, the research use two series of experiments studying the memory of brand, two experiments are 3×2 mixed experimental design. In the first experiment, after the brand is rendered for 3seconds we will explain the brand logo in different levels, interpretation is divided into low, medium and high three levels, each interpretation level can lead to different number of brand association.Each brand logo randomly presented two times.To explore the influence on the memory of the brand logo by examining the recall and recognition performance of the brand logo (reaction time and correct rate)at each level of interpretation.The experiment two is based on the experiment one, use of the brand association keywords at different associations gathered directly to guide the memory of brand logo,first presents the brand association keywords for 10 seconds, subjects were asked to keywords association, then the keywords and brand logo appear at the same time for 2 seconds,Eacn brand logo randomly presented 3 times.To explore the influence on the memory of the brand logo by examining the recall and recognition performance of the brand logo at each level of association coincidence degree.To see the influence of brand association on brand logo memory.Finally through the SPSS software to test the variance analysis and simple effect of experimental data.The experimental results are as follows:1. With the deepening of the level of interpretation, the results of recognition reaction time,the correct rate of the brand logo and the recall of the painting are significantly improved,the promotion effect with new brand logo is significant comparative to the familiar logo in recognition reaction time and correct rate.2. The key words in the brand association of the matching degree of the main effect is significant in recognition reaction time and the correct rate, the result of the matching group is significant comparative to the mismatch group and the group with no guide. In the recognition accuracy, the interference effect of the mismatch key words on the memory of the unfamiliar brand logo is significant.3. The degree of familiarity is an important factor affecting the performance of the brand logo.Conclusions:the deeper level of explanation to promote consumer brand recall and recognition,the recognition effect of the brands which Consumers are not familiar with was improved more significantly.Key words guided by brand association can effectively improve the recognition performance of the logo.