An exploratory study of a corporate logo image

Developing a strong brand identity is critical for an organization to survive in a competitive marketplace. One of the most effective brand strategies is a logo, which is official visual representation of a corporate or brand name. This study focused on consumer's perception toward corporate logos and examined their effectiveness. A result found that there were image discrepancies between some corporate logos and corporate names. The findings provided further research subjects.

Key Words: brand image, corporate logo, brand image, consumer behavior.