In 2015, researchers studying visual memory at the University of California, Los Angeles, asked students in two groups — one composed of 85 people, the other of 26 — to draw Apple’s logo from memory. In the first group, 75 out of 85 students said that they used Apple products regularly, while 24 out of 26 students in the second group said that they did. However, of the 101 students in the study, only one drew the Apple logo correctly. Later, when students were given a lineup of altered versions of the logo and asked to pick the right one, fewer than half chose correctly.

(Source: Harvard Business Review)

Published in Dawn, Business & Finance weekly, April 25th, 2016