Skip to content
Product cover

The Power of a Good Logo

October 22, 2013 | C. Whan Park, Andreas B. Eisingerich, Gratiana Pol | Marketing

The authors' research found that corporate logos that express a brand's symbolic, functional or sensory benefits, have a significant positive effect on customer commitment to a brand — and thereby a significant impact on company performance in terms of revenues and profits. The research also indicated that separate visual symbols used as logos tend to be more effective than brand names at creating a sense of emotional connection with consumers.

The authors also found that the positive effects of brand logos on customer commitment and company performance are stronger when companies extend their brands with the same logos. By offering additional connection points in daily life, brand extensions with the same logos strengthen customer relationships with both old and new products.

Logos, the authors argue, offer a frequently untapped opportunity for companies to communicate and symbolize a brand's essence to consumers, thereby building closer relationships with them, creating strong positive emotions and facilitating top-of-mind recall.

Purchase Options

Educator and Student Discounts Available. Learn more »

  BENCHMARKS  
Loading Time: Base Classes  0.0005
My Controller Construct  0.0004
Build Nav  0.0006
Controller Execution Time ( Products / Route )  0.0834
Total Execution Time  0.0839
  GET DATA  
No GET data exists
  MEMORY USAGE  
1.5619 MB
  POST DATA  
No POST data exists
  URI STRING  
store/the-power-of-a-good-logo
  CLASS/METHOD  
products/route
  DATABASE:  MITSLOAN_DEV   QUERIES: 68  (Hide)
0.0004  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0006  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0003  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0002  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0001  

SELECT *
FROM (`carts`)
WHERE `cart_id` =  '41da8a14f26ccd9ff8ddeffc49dc9fdd'
ORDER BY `created_at` DESC 
0.0002  

SELECT SQL_CALC_FOUND_ROWS cat_id
FROM (`product_categories`)
WHERE `status_id` =  'A'
AND `url_friendly` =  'the-power-of-a-good-logo'
AND `parent_id` =  1 
0.0016  

SELECT c.parent_id, c.format_id
                    FROM products AS p, products AS c
                    WHERE p.prod_id = c.parent_id AND
                        c.avail_id IN ('A','B','D') AND
                        c.type_id = 'V' AND
                        (
                            c.sku = 'the-power-of-a-good-logo' OR
                            if(c.format_id = 'Certificate', '', p.url_friendly) = 'the-power-of-a-good-logo'
                        )
                    LIMIT 1 
0.0001  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  375 
0.0002  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '375' 
0.0002  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '375'
ORDER BY `sort` ASC 
0.0001  

SELECT `cat_id`
FROM (`product_categories__products`)
WHERE `prod_id` =  '375' 
0.0001  

SELECT *
FROM (`product_flags__products`)
WHERE `prod_id` =  '375' 
0.0002  

SELECT `sku`
FROM (`products__xsell`)
WHERE `prod_id` =  '375'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0461  

SELECT `products`.`parent_id`
FROM (`transaction_lines`)
JOIN `products` ON `products`.`sku` = `transaction_lines`.`sku`
JOIN `product_categories__products` ON `products`.`parent_id` = `product_categories__products`.`prod_id`
WHERE `products`.`avail_id` =  'A'
AND TO_DAYS(transaction_lines.updated_at) < (TO_DAYS(NOW()) - 90)
AND `product_categories__products`.`cat_id` IN ('247') 
GROUP BY `products`.`parent_id`
ORDER BY COUNT(*) DESC
LIMIT 6 
0.0004  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '1211' 
0.0010  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '1211' 
0.0015  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '1211'
ORDER BY `sort` ASC 
0.0004  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '305' 
0.0014  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '305' 
0.0007  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '305'
ORDER BY `sort` ASC 
0.0003  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '1325' 
0.0007  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '1325' 
0.0017  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '1325'
ORDER BY `sort` ASC 
0.0004  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '523' 
0.0005  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '523' 
0.0003  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '523'
ORDER BY `sort` ASC 
0.0004  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '3987' 
0.0027  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '3987' 
0.0003  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '3987'
ORDER BY `sort` ASC 
0.0001  

SELECT `parent_id`
FROM (`products`)
WHERE `prod_id` =  '339' 
0.0004  

SELECT *
FROM (`products`)
WHERE `products`.`prod_id` =  '339' 
0.0003  

SELECT *
FROM (`authors`)
JOIN `products__authors` ON `authors`.`author_id` = `products__authors`.`author_id`
WHERE `products__authors`.`prod_id` =  '339'
ORDER BY `sort` ASC 
0.0004  

SELECT SQL_CALC_FOUND_ROWS media_id, position
FROM (`media`)
WHERE `foreign_key_table` =  'products'
AND `foreign_key_column` =  'prod_id'
AND `foreign_key_value` =  '375'
AND `kind` =  'image_600x600'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0003  

SELECT *
FROM (`media`)
WHERE `media`.`media_id` =  '188' 
0.0003  

SELECT *
FROM (`mime_types`)
WHERE `mime_types`.`extension` =  'jpg' 
0.0001  

SELECT *
FROM (`media_metadata`)
WHERE `media_id` =  '188' 
0.0004  

SELECT SQL_CALC_FOUND_ROWS media_id, position
FROM (`media`)
WHERE `foreign_key_table` =  'products'
AND `foreign_key_column` =  'prod_id'
AND `foreign_key_value` =  '375'
AND `kind` =  'gallery_image'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0007  

SELECT *
FROM (`products`)
WHERE `avail_id` IN ('A', 'B', 'C', 'H') 
AND `parent_id` =  '375'
AND `type_id` =  'V'
ORDER BY IF(position = 0, 1, 0) ASC , `position`, `title` 
0.0001  

SELECT `c`.`format_id`, `c`.`price`, `c`.`sale_price`
FROM (`products` AS c)
WHERE `c`.`prod_id` =  '376'
LIMIT 1 
0.0003  

SELECT SQL_CALC_FOUND_ROWS media_id, position
FROM (`media`)
WHERE `foreign_key_table` =  'products'
AND `foreign_key_column` =  'prod_id'
AND `foreign_key_value` =  '376'
AND `kind` =  'thumbnail'
ORDER BY IF(position = 0, 1, 0) ASC , `position` 
0.0006  

SELECT `product_categories__products`.`cat_id`
FROM (`product_categories__products`)
JOIN `product_categories` ON `product_categories__products`.`cat_id` = `product_categories`.`cat_id`
WHERE `product_categories__products`.`prod_id` =  '375'
AND `product_categories`.`parent_id` =  1
AND `product_categories__products`.`cat_id` NOT IN (1, 261)  
0.0005  

SELECT `cat_id` AS id, `parent_id` AS parent, `status_id`, `name`, `description`, `url_friendly`, `page_title`, `meta_keywords`, `meta_description`, `position`, `updated_at`
FROM (`product_categories`)
WHERE `cat_id` != 1
ORDER BY `parent_id`, IF(position = 0, 1, 0) ASC , `position`, `name` 
0.0003  

SELECT *
FROM (`product_categories`)
WHERE `status_id` =  'A'
AND `parent_id` =  1
AND `cat_id` NOT IN (1, 261) 
ORDER BY `name` 
0.0003  

SELECT *
FROM (`site_settings`)
WHERE `option_key` =  'announcement' 
  HTTP HEADERS  (Show)
  SESSION DATA  (Show)
  CONFIG VARIABLES  (Show)