THE STUDY OF BRAND LOGO FEATURES: COMPARISONS BETWEEN FAST MOVING CONSUMER PRODUCTS AND DURABLE PRODUCTS

M.L.sawika Unahanandh (), Teerayout Wattanasupachoke (), Pimmanee Rattanawicha () and Puripant Ruchikachorn ()
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M.L.sawika Unahanandh: Chulalongkorn Business School
Teerayout Wattanasupachoke: Chulalongkorn Business School
Pimmanee Rattanawicha: Chulalongkorn Business School
Puripant Ruchikachorn: Chulalongkorn Business School

No 6509698, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: This research studied brand logo features by comparing between fast moving consumer products and durable products. The representatives of both product groups consisted of cosmetic and furniture businesses respectively. This study focused on three important components of brand logos, which are pictures, colors and font characters. Data for logo picture studied was collected from 400 samples using judgmental sampling technique and questionnaire survey. Data analysis from previous research and literatures were employed for logo color and font. According to the results for the cosmetic products, the chosen suitable picture was related mainly to emotional benefits. The selected logo color was pertinent to feminine, luxury, mystery and loyalty. The font characters in this respect were connected well to attractiveness, happiness and feminine. Regarding the furniture products, the suitable picture was related mainly to functional benefits. The selected logo color was pertinent to stability, reliability, trustworthy, dependability and durability. The font characters in this respect were connected well to stability, rigidity and conformist.

Keywords: Brand Logos; Fast Moving Consumer Products; Durable Products; Pictures; Color; Font Characters (search for similar items in EconPapers)
JEL-codes: M31 M37 M39 (search for similar items in EconPapers)
Pages: 12 pages
Date: 2018-07
New Economics Papers: this item is included in nep-ipr
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Published in Proceedings of the Proceedings of the 40th International Academic Conference, Stockholm, Jul 2018, pages 261-272

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