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The first exposure a consumer has to a brand is extremely important; it is the foundation on which subsequent information about the brand is learned. Often consumers are first exposed to a brand through its name or logo. In this research I examine how design features influence the symbolic value of brand assets. Three particular design features are considered: brand logo framing (Chapter 3), brand name length (Chapter 4), and perceptions of brand logo movement (Chapter 5). Each of these design features is shown to impact brand perceptions, customer intentions, and, consequently, brand performance. The moderating role of product-related, consumer-related, and situational variables is examined.
Branding; Design; Symbolic Meaning
Fajardo, Tatiana M., "Capitalizing on the Symbolic Value of Brand Assets" (2015). Open Access Dissertations. 1380.