Exploring the role corporate identity, as a component of brand building, plays in creating consumer perceptions with emphasis on colour schemes, slogans and symbols.

Abstract

The main concept and purpose of this particular research study is exploring the role corporate identity, as a component of brand building, plays in creating consumer perceptions, with emphasis on colour schemes, slogans and symbols. There are two objectives of the study which are to understand which aspect of colour schemes, slogans and symbols attract or deter consumers and why; and to understand how these perceptions potentially influence buying behaviour or brand perceptions. These two objectives where the focal point of the research study, and everything that was achieved revolved about them. A qualitative questionnaire was designed and two focus groups where conducted by the researcher in order to really get an in depth understanding of consumer perceptions. Some key themes that emerged through the research findings included that brand names are not as important as one would originally think. Men and women see colours differently as not all men see specific shades where as women are more likely to. Overall the research that was conducted revealed a few very interesting insights and that brand building is an extremely important concept.