The Impact Of Implicit Brand Logo On Consumer's Brand Attitude

Many enterprises pay attention to brand logo,which has become one of the core competitive factors of enterprises.Not only is the brand logo shaping the brand identity different from competitors,but it can be accurately identified by consumers and convey vivid information.Therefore company is committed to designing a brand logo that is attractive and reflects the company's core values to create a unique brand identity that can be identified by consumers.Based on the self-generation effect,figure-ground reversal principle and insight learning theory,the experimental method is used to conduct empirical research through 4 experiments.This paper first explores whether high,middle and low implicit brand logo can increase consumers' brand attitude more than explicit brand logo.Secondly explores the internal mechanism of the effect of middle and low implicit logo on consumers' brand attitude;then study whether the relationship between implicit logo and consumer brand attitudes has a continuing effect.Finally study how high implicit logo improve consumer's brand attitudes.Study1 found that due to most consumers can find implicit design cues in middle and low implicit brand logos,under the self-generation effect,consumer's attitude is significantly higher than explicit logo.The attitude of consumers who can recognize the high implicit brand logo is higher than that of consumers who don't recognize,so there is no significant difference between the attitude of consumers to the high implicit brand logo and the explicit brand logo on the whole.The influence of the high,middle and low implicit brand logo on consumers' attitude has an inverted U-shaped relationship.Study2 found that the middle implicit logo can cause consumers to have an insight response,which will surprise consumers and improve consumer's attitude,while the low implicit logo can be identified by most consumers,so cause consumers to have no insight response and produce no sense of surprise,but both the middle and low implicit brand logos use the figure-ground reversal design method,so both can increase consumers' interesting perception and improve consumer's attitude.Study3 showed that the influence of middle implicit brand logo on consumer's brand attitude is more durable.After one week,the surprise and interestingness caused by the middle implicit logo does not exist and low implicit logo can no longer cause consumers' perception of interestingness,but middle implicit logo's impact on consumer attitudes still exists while the low implicit logo no longer significantly influence consumer attitudes.Additional study shows that after using effective prompting methods,high implicit brand logo can also improve consumers' brand attitude.This article enriches the related theories and research results in the field of brand logo at the theoretical level,and provides scientific guidance on how to operate an implicit brand logo for branding at the practical level.