How the logo frame impacts on brand extension

Y. Chen, L. Bei

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review


Brand extensions push a brand beyond its typical coverage and keep the brand growing. In order to extend the brand beyond its original product categories, marketers may alter the original logo to free the product limitation and increase the perceived fit of new product category. This study is inspired by the case of Starbucks’ logo redesign and suggests that logo frames may set a boundary on the perceived scope of the brand categories and its extensions. Furthermore, consumers’ regulatory focus is proposed to be a moderator on the relationship of logo frame and perceived brand categories, based on the information processing natures and tendencies of promotion- and prevention-focused people. Prevention-focused consumers tend to carry self-boundaries so their association can hardly be released by unframed logos.
Original languageEnglish
Title of host publicationCreating Marketing Magic and Innovative Future Marketing Trends. Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
EditorsM. Stieler
Place of PublicationCham
Number of pages2
ISBN (Electronic)978-3-319-45596-9
ISBN (Print)978-3-319-45595-2
Publication statusPublished - May 2016
Externally publishedYes
Event2016 Academy of Marketing Science (AMS) Annual Conference - Walt Disney World, Orlando, United States
Duration: 18 May 201621 May 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


Conference2016 Academy of Marketing Science (AMS) Annual Conference
Country/TerritoryUnited States


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