FEATURE31 May 2017

The Logo Effect

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Features Impact Media North America Trends

US – A study from the US suggests that exposure to ‘ethnic’ logos strengthens negative stereotypes of the ethnicities depicted, but only among those who identify as politically liberal. By Bronwen Morgan

Brand characters – like Ronald McDonald, Mr Muscle and the Michelin man – have long been used to give brands personality, to make them more memorable, and as a way of associating them with desired qualities.