8.1 Brand Elements
8.1.1 Brand Name
Pogacar et al. (2021) found that linguistically feminine brand names increase perceived warmth, in turn, increases attitudes and choice share-both hypothetically and consequentially- improves brand outcomes/ performance. The positive effect of feminine brand name on brand performance is lower when subjects are male and when products are utilitarian.
(Pavia and Costa 1993) For technological items, alphanumeric brand names are more acceptable than for nontechnical products.
(Y.-L. Tsai, Dev, and Chintagunta 2015) The majority of the gain in sales caused by rebranding is attributable to the brand identities before and after rebranding.
8.1.2 Brand Logos
(Henderson and Cote 1998) High-recognition logos are ones that are natural, harmonic, and intricate, whereas high-image logos are ones that are just somewhat intricate and natural. Complex and elaborate logos are more effective at retaining audience interest and favor.
(C. W. Park et al. 2013) Brands with symbols as logos are more effective at providing self-identity/expression advantages than logos consisting solely of brand names.
8.1.3 Brand Slogans
(Dahlén and Rosengren 2005) Slogans for strong brands are more well-liked and recognizable than slogans for poor brands, independent of respondents’ ability to accurately connect them to a brand.