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McDonald's is often criticized because of its harmful effects on human health. To illustrate its negative effect, the McDonald's logo was redesigned as "McDiabetes". For this DBI, there is a long running hashtag on Twitter. [5] In 2015, a designer reinterpreted the Pepsi logo to represent a corpulent man.
Human branding or stigmatizing is the process by which a mark, usually a symbol or ornamental pattern, is burned into the skin of a living person, ...
Some studies show that negative impact may dilute brand image and equity. [7] [8] In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. [9] A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals.
Brand equity is the sum of assets and liabilities relating to a brand, its name and logo, and the sum or difference is the value that is offered by the product or service or a company or the company's customers. For the assets and liabilities to have effect on brand equity, they have to be related to the name or logo of the brand.
Future Consumers (Brand-loyal adults) Purchase Influencers ($20 billion annually) Kids will carry forward brand expectations, whether positive, negative, or indifferent. Kids are already accustomed to being catered to as consumers. The long term prize: Loyalty of the kid translates into a brand loyal adult customer" [57]
The country-of-origin effect (COE), also known as the made-in image and the nationality bias, [1] is a psychological effect describing how consumers' attitudes, perceptions and purchasing decisions are influenced by products' country of origin labeling, which may refer to where: a brand is based, a product is designed or manufactured, or other forms of value-creation aligned to a country. [2]
Overexposure refers to the negative effect that is a result of when a celebrity endorses multiple products of a similar type at one time. [15] Consumers can become more skeptical of the celebrity's motives to endorse products and therefore may perceive the celebrity to be less credible when endorsing multiple products. [23]
Brand equity is the positive effect of the brand on the difference between the prices that the consumer accepts to pay when the brand is known compared to the value of the benefit received. There are two schools of thought regarding the existence of negative brand equity.