One Brand, Two Brands, Red Brands, Blue Brands: A Cross-cultural Analysis of Brand Logo Colors in the United States and China
Smith, Steven J.
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Smith, Steven J.
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.
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