品牌的可视化设计外文文献.doc

Intern. J. of Research in Marketing 20 (2003) 297 – 313  HYPERLINK /locate/ijresmar /locate/ijresmar Building strong brands in Asia: selecting the visual components of image to maximize brand strength Pamela W. Hendersona,*, Joseph A. Coteb, Siew Meng Leongc, Bernd Schmittd a Washington State University, 2710 University Drive, Richland, WA 99352, USA b Washington State University, 14204 NE Salmon Creek Avenue, Vancouver, WA 98686, USA c National University of Singapore, 1 Business Link, Singapore 117592, Singapore d Center on Global Brand Leadership, Columbia Business School, 510 Uris Hall, New York, NY 10027, USA Received 17 April 2002; received in revised form 28 March 2003; accepted 31 March 2003 Abstract Asian brands have often struggled to develop quality images. The visual aspects of branding have received little attention on how they might be used to strengthen brand perceptions in Asia. Guidelines for designing visual brand stimuli are developed using evaluations of logos in China and Singapore. There is a significant relationship between design and the responses companies seek, including positive affect, perceptions of quality, recognition, consensus in meaning, and feng shui. How designs are perceived, and their effect on consumer responses, were similar between China and Singapore. Companies are encouraged to leverage design to strengthen their brands. In particular, they should select logo designs that are elaborate, natural, and harmonious as these created positive affect and quality perceptions, clear meaning, true recognition, and feng shui. Many of these relationships hold in the United Sates as well, implying that the visual aspects of brand strategies may accomplish companies’ goals across international borders. D 2003 Elsevier B.V. All rights reserved. Keywords: Logos; Brand image; Corporate image; Design; Asia 1. Introduction Companies in developing countries increasingly recognize the benefits of building strong brands, such as