Brand Labling

In: Business and Management

Submitted By shafiqkhan
Words 3029
Pages 13
Research Proposal on consumer behavior towards Brand Labeling and Brand Logo

Introduction
Logo and name are two important visual elements of any brand name (Eilertson & Faust 1994). Brand recognition is very much linked with these two elements. But we can observe that companies limit the features of attractive brand labeling (Kohli & Labahn 2002). Products are getting globalization and this is another issue because customers rely in international branded products and there is variation among the customers’ perceptions regarding the impact of brand name and brand logo.

Further, brand names that are both exposed to auditory and visual senses imply greater attention. There is a study wherein consumers relate the pitch, sound and meaning of brand names to the products (Kohli & Labahn 2002). This is especially crucial when a company launches a new product in the market wherein a peculiar sound or meaning of a newly heard brand name would fail to catch the interest of customers. They may be seeking much to replace their current brand and the initial request is to create a connection between the name and the product in question. There is little interest in brand logos of commodities that are consumed in a regular and continuous basis. Brand names seemed to be enough. On the other hand, brand logo is prominent in cars. Embedding brand names seemed to be an exaggeration of the price of the particular luxury item. Whatever the reason behind the companies' decision to indicate either brand name or logo in the commodity it is less significant in our study. The study is intended for Muslim and foreign companies to hear the opinion of Muslim customers. Because some of the Muslim brand names are translated in American alphabet while difference in brand logos with other Western firms do not differ a lot, this study…...

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