A design without logo does not damage brand: a packaging with a generic logo and without logo vs a symbolic logo

Private label brands have been growing slowly across different countries and have made their place on the shelves and the sales. Some of them have their own different logos from the retailer, others use the same logo and branding. We wonder what would happen to a product without a logo. We explore also what would happen if the distribution logo had a non-symbolic shape rather than a specific figurative new shape, but different from the retail brand. We designed an experiment with 3 groups. We observe that the logo absence and the non-symbolic logo have results on brand perception. The design with a symbolic logo obtains better results. Results suggest that using a symbolic logo, could be interesting for retailers with private label brands.