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| Author: | Kohli, C. Suri, R. Thakor, M. |
| Title: | Creating effective logos: insights from theory and practice |
| Journal: | Business Horizons
2002 : MAY-JUN, VOL. 45:3, p. 58-64 |
| Index terms: | BRAND LOYALTY BRANDS |
| Freeterms: | LOGOS |
| Language: | eng |
| Abstract: | In an increasingly saturated marketplace, brands help create preference for a product. And as a key component of brand identity, a logo provides instant recognition for the brand and the product. With supporting evidence from a review of the academic literature, the findings and recommendations presented here should help in making logo designs stronger and more objective. |
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