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The added value of corporate logos ‐ An empirical study

Cees B.M. van Riel (Corporate Communication Centre, Erasmus University, Rotterdam, The Netherlands in co‐operation with Evert‐Jan Heijmans Scan identitity and Design Management, The Netherlands)
Anouschka van den Ban (Corporate Communication Centre, Erasmus University, Rotterdam, The Netherlands in co‐operation with Evert‐Jan Heijmans Scan identitity and Design Management, The Netherlands)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 April 2001

8888

Abstract

Describes the evaluations, by potential customers, of a new logo of a Dutch bank. Evaluations were measured before and after the introduction, comparing perceptions of the new logo with the observations of the logos of two competitors (a larger and a smaller one). The study indicates that people attribute different associations to each logo. The set of associations they have with the logo appeared to increase if respondents were confronted with the name of the company behind the new logo. After the launch of the new logo, embedded within a nation‐wide advertising campaign, the positive associations increased and the negative evaluations decreased. The majority of interviewees were able to describe associations that matched the intentions which the bank wanted to express with its new corporate symbol.

Keywords

Citation

van Riel, C.B.M. and van den Ban, A. (2001), "The added value of corporate logos ‐ An empirical study", European Journal of Marketing, Vol. 35 No. 3/4, pp. 428-440. https://doi.org/10.1108/03090560110382093

Publisher

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MCB UP Ltd

Copyright © 2001, MCB UP Limited

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