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The Color Of A Brand Personality Essay

733 Words3 Pages

Ward (1995) concluded that color has both emotional as well as psychological constructs. Different colors and their respective meanings depict various implications to consumers which is quite helpful to a marketer in depicting the desired brand image (Mc Cracken, 1988).
Color plays a pivotal role in communicating various brand personalities that are associated with the brand. The color of a brand gives an impression about what the product would be all about.
Color of a brand gives an insight to the product and helps the marketers in conveying the right image to its consumers.
Color helps in influencing consumer’s perception and related behaviour, induces moods of emotion and helps in defining competition by positioning itself strongly (Hynes, 2009).
Color …show more content…

The usage of measuring of brand personality is absolute in nature. If a brand is perceived to be quite strong and equally favorable, the resultant is positive brand evaluations and associations (Forbes and Freling, 2005).
Erstwhile researches have studied the symbolism of brands (Levy 1959) which helped in ultimately propounding the theory of brand personality (Plmmer 1984; Aaker 1997; Aaker et al., 2001). It is a metaphorical comparison of characteristics of a brand to human beings (Stern 2006).
The personality of a brand influences the usages and preferences of consumers to a certain extent (Biel 1993), helps in building relationships of trust and loyalty (Fournier 1998) and mutates experiences of users (Stayman and Aaker 1992).
As per a research conducted by Batra et al., 1993 personality of a brand is concluded from many factors viz. package design, brand name, logo, advertising and product attributes.
Color along with the study of brand personality has been of immense help to marketers as well as

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