Brand Mark Comprehension: The Influence of Athlete Logo Understanding on Consumer Evaluations of Athlete Brands

The current investigation examines how consumers perceive various types of athlete logos based on the number and recognizability of different brand associations. With the growing number of athletes who utilize a logo to enhance their brand, generate additional revenue, and differentiate within a crowded marketplace, examining perceptions of logo characteristics is vital. A pre-post test experimental design was constructed using the results from a content analysis of current WNBA and NBA athlete logos, in addition to a free-thought listing exercise and a hypothetical logo creation/validation. One-way MANOVAs and repeated measures MANOVAs were employed to examine consumer perceptions (n = 288) regarding the brand equity and logo evaluation. They perceived the quality of the athlete and their brand before and after the logo was explained to the consumer in full. Results indicated minimal but significant differences between the leagues, no impact on brand loyalty and varied responses pertaining to logo aesthetics and evaluations.