Brand iconography: The power of images in the consumer’s mind

Marion Adler

Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets.

Brand iconography: The power of images in the consumer's mind

Marion AdlerIcon Added Value, Germany

INTRODUCTION

Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets. As part of everyday life, people often create help mechanisms such as mnemonics to make it easier to remember things. For example, you remember a sentence starting with the initial letters of each of the points of the compass in order to help you remember them. Or if you are in the United States and you want, for example, to...

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