Article- The effect of firm’s logo on its performance: Evidence from oil industry

Trademark and Logo are inseparable components of any brand. However, many brands, some of them even leading ones like IBM, Microsoft, Panasonic etc, have preferred to stick to their ‘full-names’ as their registered trademark and have traditionally kept away from developing a stand-alone logo to represent them.

This article analyses the impact of a logo- an image- that distinguishes itself from the name of the manufacturer/marketer/seller. Whether it is alright to continue with a catchy, short name instead of a picture or one should consider the recall effects of the image- this is at the heart of the research.

Link to the full article:-

– http://www.growingscience.com/msl/Vol6/msl_2016_45.pdf

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