This research investigates the impact of brand name-logo coherence on consumer attitudes and the potential moderators of this effect. Experiment 1 investigates the impact of brand name-logo coherence on brand attitudes and consumer-level variables that may moderate this relationship (preference for consistency and self-brand connections). Experiment 2 assesses the impact of another moderator, perceived initial coherence between brand name and logo, on the relation between brand name-logo coherence and brand attitudes. Our two studies represent a step toward a comprehensive framework providing a better understanding of how coherent brand elements contribute to positive brand attitudes.