Why every brand needs an effective logo

10/24/2013 | MIT Sloan Management Review online

Research suggests that logos differentiate a brand and communicate its benefits, and they can make a big difference when it comes to corporate revenues, write C. Whan Park, Andreas B. Eisingerich and Gratiana Pol. "We strongly encourage managers to rethink their use of brand logos to help them strengthen customers' commitment to a brand, facilitate new brand extensions and thus trade upon new business opportunities in the future," they write.

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