Logos of Powerful Brands Should Be Placed Higher

Consumers prefer brands with a high standing and influence in the marketplace more when the logo is featured high on the packaging rather than low.

They prefer less powerful brands more when the brand logo is featured low rather than high.  "The underlying mechanism for this shift in preference is a fluency effect (?) derived from consumers intuitively linking the concept of power with height."

What about "fake it till you make it?"

"There is the possibility that managers may choose to place their logo high to signal power even when such a strategy does not match their brand’s true category standing. Although valid, the current research suggests that when category standing is known by the consumer, this strategy may not work."

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Reference: Aparna Sundar and Theodore J. Noseworthy (2014) Place the Logo High or Low? Using Conceptual Metaphors of Power in Packaging Design. Journal of Marketing: September 2014, Vol. 78, No. 5, pp. 138-151.