An analysis of financial services brand marks

被引：0
|
作者：
Miller, Darryl [1 ]
Foust, Jacque [2 ]
Kilic, Ozcan [1 ]
机构：
[1] Univ Wisconsin, Coll Business & Econ, Mkt, 410 S 3rd St, River Falls, WI 54022 USA
[2] Univ Wisconsin, Coll Business & Econ, Business Adm, River Falls, WI 54022 USA
来源：
JOURNAL OF FINANCIAL SERVICES MARKETING | 2007年 / 11卷 / 03期
关键词：
Branding; brand marks; logos; taglines; brand mark design; financial services;
D O I：
10.1057/palgrave.fsm.4760051
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study analyses brand mark clusters used by companies in the financial services categories of the Fortune 1000. The brand marks are assessed against the normative criteria for effective brand mark design found in the marketing literature. Despite the existence of several well-designed brand mark clusters within the sample, results show a low level of adherence to the normative criteria overall. A low proportion of the brand mark clusters exhibit symbols representative of brand benefits, integrative features such as interactive images, and benefit slogan taglines.
引用
收藏
页码：257 / 267
页数：11
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