International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

A Study of Colours in a Brand’s Logo and Brand Image in the Indian Sports Shoes Industry


Affiliations
1 Assistant Professor, Amity School of Business, Amity University, Noida, Uttar Pradesh, India
2 BBA Student, Amity School of Business, Amity University, Noida, Uttar Pradesh, India
     

   Subscribe/Renew Journal


This research paper talks about the factors that affect the brand image of a company with a special focus on the role played by brand logos. The paper has revealed brand personalities of individual colours and has identified the impact that these colours have on brand image. The objective of this research paper was to collect data that could help marketers and logo designers understand how the potential customers of a firm pursue that particular brand based on the brand logo. It throws light on the link between colours of a brand logo in the sports shoe industry and the brand image formed by the use of a particular colour. It aims to help brand managers form an appropriated brand personality that can attract the subconscious mind of the target market, and fulfils their social and psychological needs. It discusses how customers relate their personalities with the brand personality that is developed from brand image. The data was collected from youngsters who play sports, or who are a connoisseur of sports, located in different parts of India. Percentage analysis technique has been used to analyse the data. The study has concluded that brand image is heavily impacted by brand name, the tagline, and the colour and shape of the brand logo. The study has resulted in the formation of a ready-to-use database that contains information about brand personality portrayed by individual colours, with respect to the sports shoe industry, which can help the brands during the designing process.

Keywords

Brand Image, Logo, Sports Shoes, India
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, J. L. (1997). Dimensions of brand personality. SSRN Electronic Journal, 34, 347-356. doi:10.2139/ ssrn.945432

  • Berlin, B., & Kay, P. (1969). Basic color terms: Their universality and evolution. University of California Press.

  • Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory, 6(1), 63-83.https://doi.org/10.1177/1470593106061263

  • Branding Tutorials. (2018, September 5). What is brand image? Examples and importance of brand image.Retrieved April 5, 2019, from https://www.marketingtutor.net/what-is-brand-image/

  • Cakmak, I. (2016). The role of brand awareness on brand image, perceived quality and effect on risk in create brand trust. New Trends and Issues Proceedings on Humanities and Social Sciences, 2(2), 177-186.doi:https://doi.org/10.18844/gjhss.v2i2.441

  • Cunningham, M. K. (2017). The value of color research in brand strategy. Open Journal of Social Sciences, 5(12), 186-196. doi:https://doi.org/10.4236/jss.2017.512014

  • Ebenstein, J. (2018, April 3). Company Logos and Taglines [Web log post]. Retrieved April 5, 2019, from https://skodaminotti.com/blog/ logos-taglines-understanding-nailing/

  • Frederiksen, L. (2018, November 28). Elements of a successful brand 2: The tagline. Retrieved April 5, 2019, from https://hingemarketing.com/blog/story/ elements-of-a-successful-brand-2-the-tagline

  • Gopikrishna, R., & Kumar, M. (2015, January 1). A conceptual study on psychology of colour in marketing and branding. ResearchGate. https://www.researchgate.net/publication/283026594_A_conceptual_study_on_psychology_of_colour_in_marketing_and_branding

  • Greene, B. (2016, October 21). Color psychology in logo design and branding. Retrieved April 19, 2019, from https://frontstreetmedia.com/ color-psychology-logo-design-branding/

  • Hubanic, A. (2009). Brand identity and brand image – A case study of the Nordstan brand (Doctoral dissertation).University of Gothenburg. Retrieved April 5, 2019, from https://gupea.ub.gu.se/bitstream/2077/19462/1/ gupea_2077_19462_1.pdf

  • Ingram, T. N. (1984). Professional selling: A trust-based approach. Retrieved July 10, 2020, https://books.

  • google.co.in/books?id=8z3MyRbjo38C&pg=PA69 &lpg=PA69&dq=functional,+social+and+psycholo gical+needs+of+a+buyer&source=bl&ots=F0m2k2 2fY-&sig=ACfU3U2fS9HhUZKnpeYNyEl9kpmaw Vkr0w&hl=en&sa=X&ved=2ahUKEwjAx7ak18nq AhXT8HMBHZTkCigQ6AEwDHoECAoQAQ#v= onepage&q=functional%2C%20social%20and%20 psychological%20needs%20of%20a%20buyer&f=false

  • Kim, Y., & Sullivan, P. (2019). Emotional branding speaks to consumers’ heart: The case of fashion brands.Fashion and Textiles, 6(1). doi:https://doi.org/10.1186/ s40691-018-0164-y

  • Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing management (15th ed.).Pearson UK.

  • Lay, Z. (2018, March 12).The importance of shapes in logo design. Retrieved April 19, 2019, from https://www.thedairyagency.co.uk/importance-shapes-logo-design/

  • Lindeberg, A., Blomkvist, C., & Johansson, M. (2012).Understanding the relationship between brand identity and brand image (Master’s thesis). Linnaeus University, Växjö, Sweden. Retrieved from https://www.diva-portal.org/smash/get/diva2:530562/FULLTEXT01.pdf

  • Lothenbach, B. (2015, August 31). The role of color in branding. Retrieved April 19, 2019, from http://imagine-express.com/the-role-of-color-in-branding/.

  • Machado, J. C. (2015). Executive summary of brand logo design: Examining consumer response to naturalness. Journal of Product & Brand Management, 24(1), 7887. doi:https://doi.org/10.1108/jpbm-01-2015-0794

  • Marketing, F. (2017, July 3). Logos impact customer perception: Know like trust factors. Retrieved April 14, 2019, from https://fingerprintmarketing.com/ logos-impact-on-the-know-like/

  • Mcardle, S. (2019, March 5). Psychology of color in logo design. Retrieved April 19, 2019,https://thelogocompany.net/blog/infographics/psychology-color-logo-design/

  • Munawaroh, M. (2015). The impact of logo design towards customer’s brand image perception: A research of logo shapes and colors in the hotel industry. Journal of Business on Hospitality and Tourism, 1(1), 1-13.doi:https://doi.org/10.22334/jbhost.v1i1.21

  • Nylander, P., & Wallgren, J. (2017). Logo colors in relation to a product - Does it have an impact on consumer attitudes? A quantitative study. Semantic Scholar, AIPowered Research Tool. Retrieved from https://www.semanticscholar.org/paper/Logo-colors-in-relationto-a-product-Does-it-have-A-Nylander-Wållgren/a72e53aa17f2b81a07117b9e9add6f51ca3eaef4

  • Peate, S. (2018, March 1). Getting your brand in shape: The psychology of logo shapes. Retrieved April 19, 2019, from http://fabrikbrands.com/the-psychology-of-logo-shapes/

  • Prahalad, D. (2011, December 8). Why trust matters more than ever for brands. Retrieved April 14, 2019, from https://hbr.org/2011/12/why-trust-matters-more-than-ev

  • Proper Positioning Improves Your Probability of Success. (2020, January 3). Retrieved July 6,2020, from https://visionedgemarketing.com/ powerful-positioning-improves-success/

  • Ridgway, J., & Myers, B. (2014). A study on brand personality: Consumers’ perceptions of colours used in

  • fashion brand logos. International Journal of FashionDesign, Technology and Education, 7(1), 50-57.

  • doi:https://doi.org/10.1080/17543266.2013.877987

  • Scout, H. (2019, November 21). Color psychology in marketing and branding is all about context. Retrieved from https://www.helpscout.com/blog/psychology-of-color/

  • Straker, D. (2014, November 18). Importance of a positive brand image. Retrieved April 5, 2019, https://www.wdipl.com/blog/importance-positive-brand-image/

  • Takeuchi, H., & Quelch, J. (1983, July 1). Quality is more than making a good product. Retrieved July 12, 2020, from https://hbr.org/1983/07/quality-is-more-than-making-a-good-product

  • Van Grinsven, B., & Das, E. (2014). Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brandattitude. Journal of Marketing Communications, 22(3),256-270. doi:https://doi.org/10.1080/13527266.2013.866593

  • Vastani, S. (2018, September 28). Color psychology in logo design: Meaning and uses. Retrieved April 16, 2019, from https://blog.logodesignguru.com/meaning-and-uses-of-colors-in-logo-design/

  • Velarde, O. (2009, June 22). The meaning of shapes and how to use them creatively in your designs. Retrieved April 19, 2019, from https://visme.co/blog/geometric-meanings/

  • Winsor, R. M. (2015). The magic of the mouse: an exploration of brand personality in the Walt Disney company. University of New Hampshire Scholars’ Repository, University of New Hampshire

  • Research. https://scholars.unh.edu/cgi/viewcontent. cgi?article=1239&context=honors


Abstract Views: 127

PDF Views: 0




  • A Study of Colours in a Brand’s Logo and Brand Image in the Indian Sports Shoes Industry

Abstract Views: 127  |  PDF Views: 0

Authors

Vishal Kamra
Assistant Professor, Amity School of Business, Amity University, Noida, Uttar Pradesh, India
Rhea Sabharwal
BBA Student, Amity School of Business, Amity University, Noida, Uttar Pradesh, India

Abstract


This research paper talks about the factors that affect the brand image of a company with a special focus on the role played by brand logos. The paper has revealed brand personalities of individual colours and has identified the impact that these colours have on brand image. The objective of this research paper was to collect data that could help marketers and logo designers understand how the potential customers of a firm pursue that particular brand based on the brand logo. It throws light on the link between colours of a brand logo in the sports shoe industry and the brand image formed by the use of a particular colour. It aims to help brand managers form an appropriated brand personality that can attract the subconscious mind of the target market, and fulfils their social and psychological needs. It discusses how customers relate their personalities with the brand personality that is developed from brand image. The data was collected from youngsters who play sports, or who are a connoisseur of sports, located in different parts of India. Percentage analysis technique has been used to analyse the data. The study has concluded that brand image is heavily impacted by brand name, the tagline, and the colour and shape of the brand logo. The study has resulted in the formation of a ready-to-use database that contains information about brand personality portrayed by individual colours, with respect to the sports shoe industry, which can help the brands during the designing process.

Keywords


Brand Image, Logo, Sports Shoes, India

References