why luxury brands should reconsider displaying their logos too prominently
- Written by Paurav Shukla, Professor of Marketing, University of Southampton

More than 75% of customers in the US say that a brand’s logo is the most important identifier of a company. This is even more true for luxury brands as their logos are some of the most recognised symbols globally.
So, luxury brands should prominently display their logo, shouldn’t they? Our recent research suggest...