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

Luis Mañas-Viniegra ^[1] ; Dora Santos-Silva ^[2] ; Sheila Liberal Ormaechea ^[3]
1. [1] Universidad Complutense de Madrid
  
  Universidad Complutense de Madrid
  
  Madrid, España
2. [2] Universidade Nova de Lisboa
  
  Universidade Nova de Lisboa
  
  Socorro, Portugal
3. [3] Universidad Francisco de Vitoria
  
  Universidad Francisco de Vitoria
  
  Pozuelo de Alarcón, España
Mostrar afiliaciones +
Localización: Trípodos, ISSN-e 2340-5007, ISSN 1138-3305, Nº. 48, 2020 (Ejemplar dedicado a: Advocating United Nations Sustainable Goals Through Strategic Diplomacy), págs. 135-151
Idioma: inglés
Enlaces
- Texto completo

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.