According to a recent article in The Telegraph, branding is more effective when in capitals. States the article:

Shoppers struggle to recognise brand names when they are not written in their standard brand case, according to psychologists. Researchers at the University of Valencia found that with brands who typically spell their name with all capital letters scored better in recognition with the standard casing than if they were spelled in all lower case. The study also found that the vice versa was true. Names that were capitalised or began with a first letter that was capitalised also scored higher in recognition.

The study focused particularly on the brand names IKEA and adidas, inverting their cases to ikea and ADIDAS during the experiment. Researchers said it might account for why companies such as Ikea, which spells its name all in capitals on its logo, do better than other similar brands.

... Dr Manuel Perea, who worked on the study, said the findings went against the accepted theory that use of capital letters played no part in how recognisable a word was. He added that there was scope for further work.

Class 46 thanks Chris Torrero for spotting this item and for drawing our attention to it.