A new Journal of Marketing study suggests how brand positioning can be effectively aligned with visual design.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221142281

Read an in-depth recap of this research here: https://www.ama.org/2023/01/03/think-before-designing-your-logo-how-marketers-can-capitalize-on-the-power-of-perception-to-influence-beliefs-about-brand-performance/

Reference:
Felipe M. Affonso and Chris Janiszewski, “Marketing by Design: The Influence of Perceptual Structure on Brand Performance,” Journal of Marketing. doi:10.1177/00222429221142281

Narrator: Saira Salyani
Acknowledgments: Sushma Kambagowni
Topics: marketing, visual design, logos, branding, package design, retail, marketing communications, sales

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.