Brand-Logos and taglines: the importance of corporate visual communication in international activity.

Abstract

The principal aim of this study is to explore the cross-cultural differences in corporate visual identity with reference to the USA, German and French markets. I analyze the factors related to the brand tagline and brand-logo that are more attractive in these markets based on the analysis of the 34 brands of top companies in each market, in terms of revenues. From the results obtained through an empirical analysis, it is proposed a series of recommendations for companies that want to expand their activity into the markers above-mentioned in terms of designing their visual corporate identity.