One Brand, Two Brands, Red Brands, Blue Brands: A Cross-cultural Analysis of Brand Logo Colors in the United States and China
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Date
2014-06
Authors
Smith, Steven J.
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oregon
Abstract
Marketers and advertisers, in a sense, dictate culture. They are able to present
products and services in such as way as to impact our daily lives and consequently help
change the course of history. In doing so, there are numerous components that come into
play, and brand color is one of the most important aspects. Therefore, this research
centers on the study of cultural differences in China and the United States and their
respective associations to brand logo colors- specifically red and blue. The colors red
and blue are analyzed closely and discussed throughout the project as each color provides
insight about needed strategic brand logo color choices. The colors red and blue have
different associations based on Chinese and American cultures; thus, this study is to help
global brands better understand how consumers view their brand logos specifically based
on American and Chinese cultural color associations. Overall, we found that Chinese and
American cultures associated red and blue differently across an array of variables
showing that each color plays a significant role in the formation of consumer brand
perceptions in China and the United States.
Description
45 pages. A thesis presented to the Department of Marketing and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2014.
Keywords
Marketing, Branding, Brands, Logo Color, China, Red Logos, Blue Logos