Strategic Logo Placement on Packaging - Using Conceptual Metaphors of Power in Packaging – Evidence from Pakistan

In this study, the researcher examines how brand managers can take advantage of the brand power of their Brands in the marketplace of Pakistan by using strategic logo placement on Packaging. Using the conceptual metaphors of Power in Packaging the researchers have found that consumers prefer a high...

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Bibliographic Details
Published in:Procedia computer science 2019, Vol.158, p.582-589
Main Authors: Riaz, Tabassum, Ghafoor, Muhammad Mudasar
Format: Article
Language:English
Subjects:
branding
conceptual metaphor theory
logo placement
package design
packaging
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Summary:In this study, the researcher examines how brand managers can take advantage of the brand power of their Brands in the marketplace of Pakistan by using strategic logo placement on Packaging. Using the conceptual metaphors of Power in Packaging the researchers have found that consumers prefer a high power brand if its logo is placed on the upper side of the packaging while consumers will not prefer the same high power brand if the logo is placed on the lower side of the packaging. For a low power brand, consumers will prefer it when the logo is placed on the lower side of the packaging, and they will not prefer the same low power brand if the logo is placed on the higher visual side of the packaging. The researchers also linked the underlying mechanism behind this assumption that is the conceptual metaphors of Power; people tend to see a powerful object on the higher visual side and vice versa.
ISSN:1877-0509
1877-0509
DOI:10.1016/j.procs.2019.09.092