Effect of product brand logos on marketing and the study of brand logos

Abstract

In a world of globalization today, enterprises present millions of products. In order to gain a competitive advantage, enterprises provide the consumers with an unlimited data flow concerning their products by means of developing information technologies. The logo of an enterprise is of a significant importance in the awareness of the products of the enterprises. This study consists of two parts as consultation literature and model proposal. The first part deals with the importance of the logos in the marketing of the products of the enterprises. The second part discusses the logos on the web pages of large- scale enterprises operating in Antalya region and points out the determination of characters used predominantly in logos (colours, shapes and pictures). In light of the data as a result of this study, in order for the logos used in accommodation enterprises to produce a positive effect on marketing activities, how they should be designed.