A Comparative Analysis of Chinese and Japanese Company and Brand Icons |
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Authors: | Ozcan Kilic Darryl W Miller Stacy M Vollmers |
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Institution: | 1. University of Wisconsin River Falls , ozcan.kilic@uwrf.edu;3. University of Wisconsin River Falls , |
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Abstract: | The current study evaluates company and brand icons and investigates their similarities and differences across two cultures: Chinese and Japanese. A systematic analysis of icons was conducted using the normative criteria for effective brand mark design found in the marketing literature. Results show that compared with Japanese icons, Chinese icons are more likely to contain letter marks, have pictorial elements representative of benefits, have conceptual similarity with the company/brand name, be balanced, be more complex, and be less likely to be abstract. |
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Keywords: | branding brand marks brand icons corporate identity China Hong Kong Japan Singapore Taiwan |
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