MM Tut 3 & 4 PDF

# Tutorial 3 ## Kim & Lim (2018): "A Comprehensive Review on Logo Literature: Research Topics, Findings, and Future Directions" This article provides a thorough review of the logo literature over the past 30 years, categorizing research findings into six major topics and offering a framework for u...

# Tutorial 3 ## Kim & Lim (2018): "A Comprehensive Review on Logo Literature: Research Topics, Findings, and Future Directions" This article provides a thorough review of the logo literature over the past 30 years, categorizing research findings into six major topics and offering a framework for understanding logos from both theoretical and practical perspectives. ### Purpose and Framework: This paper provides a systematic review of logo literature, focusing on theoretical foundations and classifying studies into six main areas: theoretical foundations, logo design/redesign, basic and additional logo elements, outcomes of logo use, and practical applications. ## Theoretical Foundations: - **Corporate Visual Identity (CVI):** Logos are integral to a company's visual identity, shaping perceptions and differentiating brands. - **Processing Fluency:** Familiar logos enable easy recognition, leading to positive brand evaluations. ## Logo Design and Elements: - **Basic Elements:** Includes typeface, shape, and color; each element plays a role in brand recognition. - **Additional Elements:** Emerging topics like presentation elements, animated and sonic logos and digital considerations. ## Brand Element - Brand Name, Brand Logo, Slogans, Jingles, Packaging, Characters | Brand Elements | | | | | :-------------- | :-- | :-- | :-- | | Brand Recognition | Brand Recall | Brand Knowledge | Brand Personality / Identity | ## Outcomes: Logos impact consumer responses, brand equity, and financial performance. A good logo design strengthens brand associations and positively influences purchase intentions. ## Future Directions: The study calls for more research on dynamic logo elements and their application across varied cultures and digital platforms. ## Research Topic 1: Theoretical Foundations * Firms' Perspective * Corporate Visual Identity (CVI) * Consumers' Perspective * Processing Fluency * Perceptual Fluency * Conceptual Fluency ## Research Topic 2: Logo Design/Redesign ## Research Topic 3: Basic Logo Elements * Logo Typeface * Logo Shape * Logo Color ## Research Topic 4: Additional Logo Elements ## Research Topic 5: Outcomes of Logo Use * Consumer Responses * Firm Performance * Brand Equity * Strategic placement affects perception * Position impacts attention & memory * Visual context integration ## Research Topic 6: Practical Applications of Logo Use * Logo in Various Marketing Contexts * Logo in Multiple Channels * Logo in Different Cultures * Screen adaptability * Mobile optimization * Cross-platform consistency ## Figure 2. Research on logos in marketing literature: A framework. * 1. Presentation Elements * 2. Animated Logos * 3. Sonic Logos * 4. Digital Considerations * Agent-animated vs. Object-animated * Movement direction matters * Must match brand personality * Musical brand identifiers * Optimal length: 6 tones * Affects willingness-to-pay # Tutorial 4 ## Web-lecture ## Measurement Measurement is the process of assigning numbers, labels, or well-defined descriptions to characteristics, attributes, or phenomena (called constructs) to quantify, categorize, or describe them systematically. ## Operationalization Operationalization is the process by which we take a meaningful but somewhat vague concept and turn it into a precise measurement. - A precise definition of what is measured. - Determining the method of measurement. - Choosing a level and range of measurement. A variable is the quantifiable data collected from individuals, objects, or phenomena when a measurement method is applied to assess a theoretical construct. - Not all variables are equal. - Different types of variables are called levels (or scales) of measurement. ## LEVEL PROPERTIES | True zero | Equal interval | Rank order | Categories | | | :-------- | :------------- | :-------- | :---------- | :---------- | | | | | | Nominal | | | | | | Ordinal | | | | \x27; | | Interval | | \x27; | | | | Ratio | ## Transforming the levels Data can be transformed from one level to another. - Transformations are unidirectional: Ratio → Interval → Ordinal → Nominal - Transforming data results in a loss of information. ## Likert Scale A Likert scale is a type of survey question that lets you express how strongly you agree or disagree with something using a numbered range, like 1 for 'strongly disagree' to 5 for 'strongly agree'. ## Variables - **Discrete variables** - A discrete variable is one that can only take on distinct, separate values, typically counts of items or occurrences. For example, the number of students in class. - **Continuous variables** - A continuous variable is one that can take on any value within a given range, representing measurements that can be infinitely divided. For example, the time students prepare for class. We often aim to understand some variables in terms of some other variables. * **Outcome variables (dependent variables):** to be explained * **Predictor variables (independent variables):** to do the explaining ## Tests Needed for BRP | Statistical test | Predictor | Outcome | Used in BRP Report | | :-------------- | :------- | :------- | :----------------- | | One-sample t-test | | Continuous | Brand Statement | | Independent samples t-test | | Continuous | Brand Logo | | Paired samples t-test | | Continuous | | | ANOVA | Categorical | Continuous | Brand Statement | | Chi-square test of independence | Categorical | Categorical | Brand name | ## Reliability Refers to the degree to which a measurement or assessment tool produces stable and consistent results over time. ## Validity Refers to the extent to which a tool or method accurately measures the construct it is intended to assess. ## Internal Validity Refers to the extent to which you are able draw the correct conclusions about the causal relationships between variable. ## External/ecological Validity Refers to the extent to which your results generalize to settings beyond your study. ## Construct Validity Refers to whether you're measuring what you want to be measured. # Ron Kohavi and Stefan Thomke (2017): "The Surprising Power of Online Experiments" The article "The Surprising Power of Online Experiments" by Ron Kohavi and Stefan Thomke highlights how controlled online experiments (A/B tests) enable data-driven decisions and iterative improvements, driving significant business benefits. ## What is an Experiment? Experimental research involves the researcher's control over variables, with the manipulation of independent variables to observe their effects on dependent variables, using randomization to minimize biases. ## Non-experimental research Lacks the manipulation of variables seen in experimental designs, often due to ethical or practical constraints, making it more susceptible to confounding variables. ## Quasi-experiments Resemble controlled experiments but do not manipulate independent variables, instead observing naturally occurring variations with more caution in result interpretation. ## A/B Testing A fancy way of saying independent t-test ## Key Benefits * **Data-driven decisions:** Replaces guesswork with hard data. * **Minor changes with potentially major impact:** Small tweaks can significantly boost revenue. * **Fast iteration:** Quick idea validation enables agile adaptation. * **Investment insight:** Guides resource allocation with precise impact analysis. * **Evidence-based strategy:** Elevates decision-making to a scientific process. ## Potential Risks * **Data Integrity:** Accurate A/B testing requires data validation, like A/A tests, to eliminate distortions from anomalies such as bot traffic. * **User Response Variance:** Significant differences in how user segments respond to A/B tests can skew results, necessitating detailed analysis. * **Causality Confusion:** A/B tests must carefully distinguish causality from mere correlation to avoid false conclusions about the effectiveness of changes. ## Advantages of Online Experiments * Rapid, low-cost tests on large user bases. * Incremental improvements often yield significant gains. * Data-driven decisions reduce guesswork. ## Designing Effective Experiments * Define Overall Evaluation Criteria (OEC) aligned with strategic goals. * Avoid errors like sample ratio mismatches and carryover effects. ## Causality vs. Correlation * Controlled experiments clarify causal effects. * Observational studies risk misleading, correlation-based conclusions. In essence, online experimentation empowers companies to refine their offerings and boost performance through evidence-based, iterative improvements. # Luffarelli, Mukesh, & Mahmood (2019b): "Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity" This study examines the role of logo descriptiveness (visual cues indicating product type) on brand equity, particularly focusing on how descriptive logos affect consumer perceptions, brand evaluations, and purchase intentions. ## Objective: This study explores how descriptive logos - those that visually indicate the type of product or service - affect brand equity. ## Key Definitions * **Descriptive Logos:** Logos that include visual or textual elements suggesting the type of product/service (e.g., a coffee cup for a coffee brand). * The extent to which the textual and/or visual design elements of a logo are indicative of the type of product a brand markets (Luffarelli et al., 2019) * **Brand Equity:** The value derived from a brand's recognition and perception in the market. ## Findings Descriptive logos enhance ease of processing, making brands seem more authentic and credible, leading to better brand evaluations and higher purchase intentions. ## Moderators * **Brand Familiarity:** Descriptive logos are more effective for unfamiliar brands. * **Product Valence:** Descriptive logos benefit brands with positive associations but can harm those with negative ones (e.g., funeral homes). ## Implications: Companies, especially new ones, should consider descriptive logos to quickly build trust and recognition. ## Benefits of descriptive logos * Easier to process * Greater authenticity * Greater liking of the brand * Greater willingness to buy and higher net sales # Luffarelli, Mukesh, & Mahmood (2019a): "A Study of 597 Logos Shows Which Kind is Most Effective" This article investigates whether descriptive or nondescriptive logos are more effective for brands, particularly in building consumer recognition and loyalty. ## Objective This article examines whether descriptive logos (logos that visually explain a product/service) are more effective than nondescriptive logos. ## Definitions * **Descriptive vs. Nondescriptive Logos:** Descriptive logos have clear visual cues about the product, while nondescriptive logos do not directly indicate what the brand sells. ## Findings * Descriptive logos help consumers understand the brand's purpose, leading to increased authenticity perceptions, favorable evaluations, and higher purchase intentions. * Descriptive logos generally boost sales, although they are less effective for well-known brands and for products with negative associations. ## Practical Advice: Startups and new brands should consider descriptive logos to quickly establish brand identity. # Bajaj & Bond (2017): "Beyond Beauty: Design Symmetry and Brand Personality" This research delves into the influence of design symmetry in logos on brand personality perceptions, specifically how symmetry or asymmetry can affect whether a brand is seen as calm or exciting. ## Objective: This study investigates how design symmetry in logos affects consumer perceptions of brand personality, specifically focusing on the traits of excitement and calmness. ## Theoretical Background: * **Brand Personality:** Defined as the set of human characteristics associated with a brand, including traits like excitement, sincerity, and sophistication. * **Symmetry and Arousal:** Asymmetry in logo design evokes excitement through heightened arousal, while symmetry creates perceptions of calm and stability. ## Findings: * Asymmetric designs are associated with excitement, making them suitable for brands wanting an adventurous image. * Symmetrical designs communicate dependability and calm, which benefits brands focused on trustworthiness. ## Implications: Brands should align their logo symmetry with their desired brand personality, using asymmetry for dynamic brands and symmetry for reliable ones. ## What is the connection between brand elements and brand personality/identity? Brand elements (like logos, colors, and shapes) directly shape a brand's personality by evoking traits such as trust, excitement, or sophistication. For example, circular logos suggest comfort, while angular ones convey strength, helping consumers quickly identify and connect with a brand's unique identity. ## Based on Bajaj and Bond (2017), which logos should be used to create which brand personality? Based on knowledge of brand logos, do you agree or disagree with these research findings? Think about specific examples! Bajaj and Bond (2017) suggest asymmetric logos create a sense of excitement, fitting brands like Red Bull, while symmetric logos imply reliability, suiting brands like Visa. I agree with this, as asymmetric designs often evoke energy, while symmetry feels stable. However, brands like Nike combine symmetry and movement, showing personality can be layered. ## What makes a meaningful brand name? Again, can you think of real-world examples that agree/disagree with the research findings? A meaningful brand name should be memorable, relevant, and evoke positive associations. Examples include Airbnb, which is straightforward, and Whole Foods, reflecting its wholesome mission. While descriptive names are instantly clear, even abstract names (e.g., Kodak) can gain meaning through branding. ## What are logo elements? Why is understanding logo design and its effects important for international business? (Kim and Lim, 2018) Logo elements (typeface, shape, color) each add to brand identity. For international business, understanding these is crucial as cultural interpretations vary; for example, color meanings differ globally. A culturally aware logo, like McDonald's golden arches, can strengthen brand consistency while resonating locally.