Is Your Brand Logo Right?The Interaction Effects Of Different Products Using Distinct Brand Logo Shapes On Consumer Attitudes

As an important form of brand image,brand logo has become an important factor that attracts consumers' eyeballs.As the companies have been aware of the importance of the brand logo,the cost of designing brand logo also rises.And many companies have paid a dearly price for choosing an inappropriate brand logo,which not only have economic returns declined,but brand image has also been greatly reduced.Therefore.Therefore,how to design a scientifically effective brand logo has become a fundamental and crucial content of marketing strategy.One of the important dimensions of brand logo is their shapes.There are various brand logos in the market,and which shape of brand logo can better achieve the preference of target consumer groups?Existing research has given some answers to this question,but they are not convincing enough.This paper is based on the theory of mental image processing theory,and aims to explore the interaction of different types of products and different shapes of brand logos on consumers' product evaluation,brand evaluation and purchase intention.This research divides the brand logo into circular shapes and angular shapes,and infers that when consumers face circular shape logos,they will associate with the idea of soft,affective and hedonistic,which are associated with hedonic attributes and thus matched with hedonic products;in the opposite,when consumers faced with angular shape logos,they will associate with the idea of toughness,high quality,and practicality,which are associated with practical attributes and thus matched with practical products.In this study,chocolate and shampoo were used as the representative products.The above inferences were verified by an experiment of 2(hedonic products,practical products)*2(circular logos,angular logos).The results showed that for the hedonic products using circular shape logos,consumers' attitudes are higher than those using angular shape logos;for the practical products using angular shape logos,consumers'attitudes are higher when they use circular shape logos.In addition,this study took chocolate and shampoo as the representative products to perform another 2(high cognitive demand level,low cognitive demand level)*2(heeling products,practical products)*2(circular logo,angular logo experiments to explore the moderating effection of the Need for Cognition.The results showed that consumers with high need for cognition have greater differences in the attitudes of the influence of different types of products with different shapes of brand logos;and consumers with need for cognition have less differences in the attitudes.The findings of this study advance the theoretical research in the areas of brand logo and cognitive demand levels,and explain why consumers' attitudes will differ when different types of products choose different shapes of brand logo from a new perspective.This study also provides a wealth of strategic suggestions for companies in the design,adjustment of the shape of the brand logo and the formulation of ancillary marketing strategies,which will help the company improve its brand image and economic benefits.