Authors:

Olga B. Yarosh Dr. Sc. (Econ.), Associate Professor, Professor of Marketing, Trade and Customs Dept., Chief Researcher of the Laboratory of Neuromarketing and Behavioural Economics. V.I. Vernadsky Crimean Federal University, Simferopol, Russia

Grigory A. Pushkarev Research Assistant of the Laboratory of Neuromarketing and Behavioural Economics. V.I. Vernadsky Crimean Federal University, Simferopol, Russia.

Abstract:

When promoting products in the local market, recognition and identification of regional brand logos by consumers are of special interest. However, poor recognition and difficulties in perception reduce the overall efficiency of branding efforts. This research focuses on exploring the relationship between the visual identity of Crimean brands’ logos and consumer attention to them. Marketing theory in terms of consumer perception of products using neuromarketing technologies constitutes the methodological basis of the article. The study relies on a laboratory-based eye-tracking experiment and verbal evaluation of 40 logos of Crimean food and non-food brands, involving 26 respondents between March and May, 2025. Data processing included statistical methods such as correlation, variance, and regression analysis performed in SPSS 23.0 software. The study finds that optimal recognition of local brands’ logos is achieved by balancing moderate visual complexity, including colour combinations, and the use of rounded shapes. The connotation of forms and their linear effects indicate that logo designs should avoid complex geometric architecture. Cyrillic lettering in logos enhances visual engagement and boosts their efficacy. The most recognizable logos belong to wine and cheese brands, while the logos of the other local manufacturers remained poorly identified. The research findings help understand the mechanisms of visual perception of logos and present practical recommendations for improving logo design.

Keywords: brand; logo; visual identity; regional brand; neuromarketing; eye-tracking; Crimea.

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For citation: Yarosh O.B., Pushkarev G.A. (2025). Visual identity and recognition of logos in promoting regional brands. Upravlenets / The Manager, vol. 16, no. 5, pp. 49–66. DOI: 10.29141/2218-5003-2025-16-5-4. EDN: JVMLDP