Branded Merchandise News

Logos 'can affect behaviour'

The sight of certain logos can influence people's behaviour, a psychological study has revealed.

University of Waterloo social psychologist Grianne Fitzsimons has explained in an article published in the Journal of Consumer Research that the honesty of the Disney brand or the creativity of the Apple brand could make people behave in a way that mimics the brand's image.

Professor Fitzsimons writes that if a consumer "drinks from a can or Pepsi at a work meeting, will he behave more youthfully?"

Their research showed that "even when you have absolutely no control, because you're not even actually aware that you saw [the brand], it still influenced your behaviour", the National Post reports.

Corporate gifts are one way of distributing a brand image.

The type of gift you choose could affect the image of your brand. For example a brewery could choose to distribute pewter tankards.

Entrepreneur Nick James told the Reading Evening Post that an effective and appropriate brand is a company's "personality" and makes one product stand out from the others in the marketplace.

Published:30-May-2008

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