Recherche : "The Power of a Good Logo" / by Alain Roy

Differentiating your brand from others is critical to business survival. So is communicating the benefits of your brand. Our research suggests that brand logos offer a viable, albeit often neglected, means to help brand managers achieve these tasks. We found that the brand logo can be an integrator of the marketing efforts of the brand, a reflector of such effort and the icon of what the brand means to its customers. In short, a good logo can be a synthesizer of a brand that is readily used by customers for identification, differentiation and positive associations.
— C. Whan Park, Andreas B. Eisingerich and Gratiana Pol, MIT Sloan Management Review