Introduction Overview Report Background and Science Results - Overview Results - Detail Transferring a B&M brand to an eBrand Age Group Recognition of Brand Gender Recognition of Brand Optimizing a B&M Brand for Better eBrand Recognition Specific Color Combinations and Age-Based Response Image Rotation Increases Brand Recognition and Changes Consumer Response Usage Suggestions Conclusions Appendix A: Color Associations - A Quick Reference Appendix B: Example Images Referenced in the Text References
Figure 1 - Exposure to Brick&Mortar Brand versus Ability to Recognize e-Brand Figure 2 - Age in years versus the Ability to Recognize a Brick&Mortar brand transferred to an e-Brand Figure 3 - Gender Recognition of B&M brands transferred to e-Brands Figure 4 - The NextStage logo Figure 5 - The NextStage logo as a watermark Figure 6 - Additional coloring (red) can force a brand into memory Figure 7 - Additional coloring (green) can force a brand into memory Figure 8 - Additional coloring (yellow) can force a brand into memory Figure 9 - Additional coloring (blue) can force a brand into memory Figure 10 - A 'neonized' logo will appeal to a younger audience and get resistance from an older audience Figure 11 - Slight rotations of a brand can force recognition Figure 12 - Slight rotations of a brand can force recognition Figure 13 - A good Jolly Green Giant™ Figure 14 - A not so good Jolly Green Giant™ Figure 15 - Horizontally aligned brands have greater restrictions on their orientation than vertically oriented brands Figure 16 - Left oriented horizontally aligned brands can be rotated +45É without causing debranding Figure 17 - Left oriented horizontally aligned brands can be rotated +90É without causing debranding Figure 18 - However, left oriented horizontally aligned brands can not be rotated beyond +90É because it will cause debranding Figure 19 - Participants also expressed anxiety and dissociated from the brand when left oriented horizontally aligned brands were rotated below their primary axis Figure 20 - The Toyota Avalon as it appears on the Toyota website Figure 21 - The Toyota Avalon with an acceptable rotation Figure 22 - The Toyota Avalon with an unacceptable rotation. Participants could be seen pulling away from the image when it appeared on their screens Figure 23 - An example of horizontal orientation and cultural bias
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