An Empirical Study on Effectiveness of Logos in the Digital World

Logos have played an important role in brand building efforts. Thus, the primary research problem in this effort is to understand the effectiveness of logos in the digital business ecosystem today and if they are effective, how do they manifest in influencing consumer behaviour? Logos offer several benefits that need articulation. Logos strengthen the brand image and are an integral part of an organisation's communication protocols. Factors crucial in designing a logo need an understanding considering that firms often make massive investments to develop a logo. Changing a logo is a sensitive issue and firms have to approach attempts to change the logo with abundant tact and caution. This study has deployed a causal research design to address the research question and empirical evidence was collected. The results of the study, while interesting, have addressed the need for a more comprehensive study in the future. This study can be of use to marketers who wish to design a logo for products that are gender sensitive and also for organisations who may wish to study the risks involved before redesigning the logo. The study also highlights the mediating impact of logos in engendering positive emotions to influence consumer behaviour.