The Influence of Brand Linkage and LOGOs to Business and Companies

Abstract

In recent years, with the rapid development of digital marketing and the diversification of consumer preferences, an increasing number of brands have adopted co-branding strategies and innovation of LOGO designs to attract attention and enhance competitiveness. Some of these collaborated brands are in the same industry, two milk tea shops published a co-branded product, while others are in different industries, like a very popular video game work with a traditional jewelry business. This marketing strategy is called brand linkage. This essay mainly compares different kinds of brand-linkage, how this strategy affects the sales volume of businesses and companies and tries to analysis how the design of LOGOs can affect consumers’ feelings about brands. By comparing papers from different scholars, there are two conclusions. For one, many businesses and companies tend to have brand-linkage because this can help them to expand their markets. For another, different design elements and the combination of LOGOs can really affect the consumers’ feelings about different types of businesses and companies.