The Visual-Digital Identity of Corporate Brandsa Study of Neuromarketing in Young People from Spain and Portugal

  1. Luis Mañas-Viniegra 1
  2. Dora Santos-Silva 2
  3. Sheila Liberal Ormaechea 3
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

  2. 2 Universidade Nova de Lisboa
    info

    Universidade Nova de Lisboa

    Lisboa, Portugal

    ROR https://ror.org/02xankh89

  3. 3 Universidad Francisco de Vitoria
    info

    Universidad Francisco de Vitoria

    Pozuelo de Alarcón, España

    ROR https://ror.org/03ha64j07

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Revista:
Trípodos

ISSN: 1138-3305,  2340-5007

Año de publicación: 2020

Título del ejemplar: Advocating United Nations Sustainable Goals Through Strategic Diplomacy

Número: 48

Páginas: 135-151

Tipo: Artículo

DOI: 10.51698/TRIPODOS.2020.48P135-151 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Trípodos

Resumen

The rise of social networks and brand communication in digital media has led to an update of the corporate visual identity of major brands, including those in traditional sectors in which corporate culture is generally deep-rooted and more reluctant to change. The two-dimensional logos that simulate a volume and depth characteristic of those of three dimensions have been simplified and are now flat for better inclusion in various digital supports so as to improve their legibility and more accurately reflect the current values of the brand’s objective. The objective of this research is to determine the cognitive processing of young university students of traditional brand logos in relation to the current ones that are simple, flat, and two-dimensional. The neuromarketing techniques used are eye-tracking to measure attention, and galvanic skin response (GSR) to measure the emotion shown by the public. The main conclusion is that young people place more attention and emotion on flat logos with simple lines, which are more integrated into digital media.

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Fuente de los datos: Dialnet