This research is primarily concerned with extending the current knowledge of the corporate logo by developing a comprehensive conceptual model of its influence on corporate image and corporate reputation within the discipline of marketing. By examining the conceptual model, this research challenges the claim that a corporate logo, as a company’s ‘signature’, communicates corporate identity (Bromley, 2001; Van Riel et al., 2001) and enables the company to build an image of the company in the consumer’s mind (Henderson and Cote, 1998). Despite the significant and positive view of corporate logos as a communication tool, little systematic research has examined the effect of the components of logos on consumer evaluations of corporate logos (Henderson and Cote, 1998; Pittard et al., 2007; Van der Lans et al., 2009). Furthermore, too little study has been made of the relationship between the corporate logo, its dimensions, antecedents and consequences (Van Riel et al., 2001). This thesis adopts a mixed-method research design – a predominantly quantitative approach, which is supported by insights from an exploratory phase which encompasses in-depth interviews and focus group discussions. The research’s conceptual model was developed on the basis of qualitative study and the existing literature. In the second phase, this conceptual model was used to examine consumers’ perceptions of the influence of the corporate logo on corporate image and corporate reputation in the context of a financial setting in the UK. A sample of 332 respondents allowed multivariate analysis of the data to be undertaken. It used exploratory factor analysis (EFA), Cronbach-alpha and confirmatory factor analysis (CFA) to ensure that the scales developed and adapted were robust in terms of validity and reliability. Structural equation modelling (SEM) allowed the hypotheses between constructs to be examined. The model confirmed a good fit to the data, good convergent, discriminant and nomological validity and stable reliability. Based on the statistical results, qualitative study (in-depth interviews and focus groups) and the related literature, the current research found that, apart from colour, all the antecedent factors (corporate name, design and typeface) impact favourably on the corporate logo. Furthermore, the relationship between the corporate logo and the consequences were evaluated; the results of the hypotheses testing demonstrate that that the corporate logo has greater impact on corporate image, attitude towards advertising, recognisability and familiarity. In addition, the relationship between corporate image and corporate reputation was confirmed. However, an unexpected outcome was that the relationship between attitudes towards advertising, recognisability and familiarity and corporate image were not significant. Overall, this study presents the corporate logo as a complex phenomenon. This thesis is the first systematic research to have conceptualised and operationalized the concept of the corporate logo, its antecedents and its consequences. This examination is expected to be of value in advancing current knowledge by offering a threefold theoretical contribution to the literature as theory extension, the level of conceptualisation and measurement and theory testing and generalisation. In terms of methodology, this research used a multi-disciplinary approach to the corporate logo concept since a major contribution of this research aimed to provide a holistic perspective on the domains of marketing, corporate identity, corporate visual identity and the literature on corporate logos. Furthermore, it is hoped that this investigation will make a considerable managerial contribution to the understanding of decisionmakers and graphic designers about the whole relationship between a favourable corporate logo, its antecedents and its main consequences. A clear understanding of the dimensions of the relevant concepts can help managers and designers to devise corporate logos which are more likely to advance a favourable corporate image and corporate reputation. This study seeks to develop an understanding of the construct of the corporate logo and some of its antecedents and outcomes, although the findings are not without some limitations in the methods of sampling/analysis and measurement. Additional guidelines are presented in the hope of stimulating further investigations to incorporate the novel research directions in the study of the corporate logo and its antecedents and consequences.

Purpose: This paper aims to examine the association between two market environment factors (industry and nature of market) during the usage of the slogan as part of the corporate visual identity (CVI) of a multinational firm in the domestic market and adjustments of the slogan when firms enter a foreign market. Moreover, this thesis tries to broaden the knowledge about the slogan as an extrinsic brand of origin (BO) cue (in terms of the language). Methodology & Approach: Applying a deductive approach, a mixed method research has been chosen as research strategy, combining methods of both quantitative (content analysis via websites, N=329) and qualitative (semi-structured interviews, N=3) research strategies. Findings: Less than half of the observed sample (42.6%) uses a slogan as a tool for marketing and branding. The industry is significantly associated with the decision whether a company should use a slogan in their CVI. Furthermore, the factors industry and the market (B2B or B2C) are significantly associated with the decision of a slogan adjustment when firms internationalize. Besides that, the concept of country of origin (COO) does not play a significant role in the context of a slogan strategy as many firms mainly adjust the slogan to the foreign language when entering the foreign market. Qualitative interviews revealed that the COO concept depends on the country image and the industry. Moreover, a great share of English slogans in the primal state was found during the content analysis, which have been identified as more unlikely to be adjusted in foreign markets. Research limitations: The amount of the investigated companies as well as taking only one foreign market for each of the companies into consideration limited the sample. Moreover this observation was taken at a present point in time, neglecting possible causes and developments over time. Managerial implications: The findings demonstrated that it is crucial for managers in the context of the slogan to consider the market environments (i.e. industry, nature of market) when they enter a foreign market and when they create one in the domestic market. English slogans might be able to be transferred unchanged to the foreign market. In essence, some industries could trigger benefits by showing their origins in the slogan via their native language. Originality/value: As one of the first papers, the concept of CVI and COO has been combined, focusing on the slogan as an extrinsic cue for customers. Analyzing global companies (N=329) and conducting 3 in-depth interviews as a follow-up, several factors as associations to the usage of slogans and possible adjustments when entering a foreign market have been investigated.

Purpose: The purpose of this study is to analyze how major transnational firms adjust their corporate visual identity (CVI) when entering foreign markets and to determine whether there is a relationship between firmand market-level factors and CVI adjustments as well as an impact on a company’s performance. Methodology/approach: A deductive approach was applied utilizing triangulation with quantitative research through a content analysis of websites of transnational firms (n=329) and qualitative research through semi-structured interviews with six firms. Findings: Out of all observed companies, 46.2% adjusted at least one element of their CVI when entering a foreign market, with most changes being incremental and the slogan being adjusted most often. The greater the international experience of a firm, the less likely are CVI adjustments. Out of the qualitative analysis, a major impact of global branding strategies arose, which often sets strict guidelines for local managers. There are positive relationships to the industries of food processing and restaurants and a negative relationship to the industry of automotive & truck manufacturers. Whether B2B or B2C markets are targeted is, however, not significant. The firm’s performance is not affected by CVI adjustments as no significant relationship has been found. Managerial implications: Managers cannot follow one general conclusion with regards to CVI adjustments found within literature, they should rather take the individual firm- and market-level factors of their business environment into account and use this study as well as additional scientific evidence as the starting point for their own decision-making process. Research limitations/implications: Limitations include the number of items and the convenience sample, as well as the limitation to only one foreign market per company for the analysis. The empirical data represents a certain point in time and does not reflect any developments that may have occurred over time. Further research may include a statistical analysis of the factor of global brand strategy and an investigation on how CVI adjustments and with it a firm’s performance change over time. In addition, a follow-up study could take into account all foreign markets a multinational firm operates in. Originality/value: This paper is one of the first to analyze adjustments of CVI elements and theirrelationships with firm- and market-level industries on a global scale, not limited to few companies or countries. Thus more general conclusions can be drawn.

Submitted by Mariana Dornelles Vargas (marianadv) on 2015-05-29T16:53:24Z No. of bitstreams: 1 gerenciamento_percepcao.pdf: 2438236 bytes, checksum: d707f24d397359564604b7d295079398 (MD5) / Made available in DSpace on 2015-05-29T16:53:24Z (GMT). No. of bitstreams: 1 gerenciamento_percepcao.pdf: 2438236 bytes, checksum: d707f24d397359564604b7d295079398 (MD5) Previous issue date: 2010-11-30 / Nenhuma / O objetivo desta pesquisa foi o de descrever e entender o fenômeno da identidade visual corporativa (IVC) dentro da PUC-GO na perspectiva de seus gestores e estudantes. Para isso foi utilizado como método de pesquisa o estudo de caso único descritivo, a fim de entender a IVC com mais profundidade. Percebe-se no meio acadêmico e gerencial uma necessidade de se entender esta questão de uma forma mais ampla. Há um interesse crescente das organizações em cuidar da sua imagem e reputação e a identidade visual tem um papel importante neste processo. Este estudo então procurou responder a seguinte pergunta de pesquisa: Como se dá o gerenciamento da IVC da PUC-GO na perspectiva de seus gestores e como a mesma é avaliada pelos estudantes da instituição? Foram coletados dados secundários através de documentos e dados primários que foram entrevistas com cinco gestores e o grupo de foco com sete estudantes. Estes dados foram analisados através da análise de conteúdo contrastando-os com proposições teóricas. A conclusão é de que o órgão gestor principal na gestão da IVC é a DICOM. Apesar do grande esforço e dedicação dos gestores, o processo de gerenciamento é complicado e apresenta dificuldades, o que gerou aplicações problemáticas da IVC na instituição. Há dificuldade no controle do uso da IVC e o reconhecimento da necessidade de otimização do processo. Entre os alunos, houve um sentimento de respeito pela PUC-GO, porém foram detectados problemas no entendimento da idéia central da marca, dentre eles a incompreensão dos elementos do símbolo. Foi detectado na pesquisa que não houve uma associação imediata da identidade visual com os valores da instituição. Surgiram também críticas a respeito da implementação da IVC em diversas aplicações, onde não foi percebida uma padronização desta. / The aim of this research was to describe and understand the phenomenon of corporate visual identity at PUC-GO under the perspective of its managers and students and to achieve this purpose, a descriptive case study approach was used as a methodological tool in order to understand the phenomenon of (CVI) with more depth. It is noted among academics and managers a need to understand this theme with a more holistic approach. There is a growing interest among organizations in taking care of their image and reputation and the visual identity plays an important role in this process. This study tried to answer the following research question: How is the management of PUC-GO held under the perspective of its managers and how is its perception viewed by its students? Secondary data were collected through university internal documents and primary data were collected through interviews with five managers and a focus group with seven students. These data were analysed using content analysis approach facing the studied theory. The findings concluded that the department responsible for the management of the visual identity is DICOM. Despite the great effort and dedication of its managers, it was discovered that the visual identity management process is complicated and presents some difficulties which resulted in some problematic identity applications. There is difficulty in the control and use of the visual identity and the assumption that the process should improve. A great feeling of respect for PUC-GO was recognized among the students, therefore, some problems regarding the understanding of the core idea of the brand were observed. One of these problems was the misunderstanding of the meaning of the symbol. Also, the research found that there was no immediate association with the values of the university and its visual identity. There were also some complaints about the visual identity implementation in various brand touchpoints, where padronization was not perceived.

Tesis por compendio / [ES] Actualmente nos encontramos rodeados de un sinfín de mensajes y estímulos visuales que cambian a un ritmo frenético que requieren de interactividad de forma inmediata. En este contexto, las empresas, organizaciones e instituciones se ven obligadas a trabajar su propia imagen y comunicación de forma eficaz, desde la disciplina de la identidad visual corporativa. También las organizaciones no gubernamentales (ONG) se han sumado a esta dinámica impulsadas por el aumento de la competencia en el sector y la necesidad de recabar recursos que les permitan continuar con su labor. El presente trabajo se sitúa en el marco de la identidad visual corporativa de las ONG españolas, bajo el contexto que desde 2015 señala a las instituciones y a los individuos un reto universal hacia la mejora de la vida: los Objetivos de Desarrollo Sostenible de la Agenda 2030. En este escenario se proponen dos objetivos generales: analizar y valorar la situación actual de las marcas y generar propuestas de mejora en el campo del diseño y la gestión de la marca. Para ello, con el binomio marca y ONG como eje central, se ha desarrollado un modelo sistémico para el diseño y creación de una marca, se ha evaluado la eficacia de las marcas tanto de los nombres de marca a partir de criterios lingu¿ísticos como de su aspecto formal, se ha analizado el uso de la marca como imagen de perfil en redes sociales y se ha estudiado la utilización y viabilidad de los manuales de identidad visual corporativa como instrumento de coordinación del uso de la marca. Los resultados muestran que las ONG españolas presentan, en general, un cumplimiento insuficiente de los criterios de eficacia de una identidad visual, tanto desde el punto de vista del nombre y marca gráfica como por la gestión y aplicación a diferentes soportes. Por todo ello se plantean una serie de recomendaciones para mejorar la eficacia del diseño, uso y gestión de la identidad visual corporativa de las marcas de las ONG que permitan aumentar la eficacia de su comunicación corporativa y de sus actuaciones en el ámbito solidario. / [CAT] Actualment ens trobem envoltats d'una infinitat de missatges i estímuls visuals que canvien a un ritme frenètic que requereixen d'interactivitat de forma immediata. En aquest context, les empreses, organitzacions i institucions es veuen obligades a treballar la seva pròpia imatge i comunicació de forma eficaç, des de la disciplina de la identitat visual corporativa. També les organitzacions no governamentals (ONG) s'han sumat a aquesta dinàmica impulsades per l'augment de la competència en el sector i la necessitat de recaptar recursos que els permeten continuar amb la seua tasca. El present treball es situa en el marc de la identitat visual corporativa de les ONG espanyoles, baix el context que des de 2015 assenyala a les institucions i als individus un repte universal cap a la millora de la vida: els Objectius de Desenvolupament Sostenible de l'Agenda 2030. En aquest escenari es proposen dos objectius generals: analitzar i valorar la situació actual de les marques i generar propostes de millora en el camp del disseny i la gestió de la marca. Per a això, amb el binomi marca i ONG com a eix central, s'ha desenvolupat un model sistèmic per al disseny i creació d'una marca, s'ha avaluat l'eficàcia de les marques tant dels noms de marca a partir de criteris lingu¿ístics com del seu aspecte formal, s'ha analitzat l'ús de la marca com a imatge de perfil en xarxes socials i s'ha estudiat la utilització i viabilitat dels manuals d'identitat visual corporativa com a instrument de coordinació de l'ús de la marca. Els resultats mostren que les ONG espanyoles presenten, en general, un compliment insuficient dels criteris d'eficàcia d'una identitat visual, tant des del punt de vista del nom i marca gràfica com per la gestió i aplicació a diferents suports. Per tot això es plantegen un seguit de recomanacions per millorar l'eficàcia del disseny, ús i gestió de la identitat visual corporativa de les marques de les ONG que permeten augmentar l'eficàcia de la seua comunicació corporativa i de les seues actuacions en l'àmbit solidari. / [EN] Currently we are surrounded by endless messages and visual stimuli that change at a frenetic pace that require immediate interactivity. In this context, companies, organizations and institutions are forced to work theirb own image and communication effectively, from the discipline of corporate visual identity. Non-governmental organizations (NGOs) have also joined this dynamic driven by increased competition in the sector and the need to raise resources to enable them to continue their work. This work is situated within the framework of the corporate visual identity of Spanish NGOs, in the context that since 2015 indicates to institutions and individuals a universal challenge towards the improvement of life: the Sustainable Development Goals of the 2030 Agenda. In this scenario, two general objectives are proposed: to analyze and assess the current situation of the brands and to generate proposals for improvement in the field of brand design and management. To do this, with the brand and NGO binomial as the central axis, a systemic model for the design and creation of a brand has been developed, the effectiveness of brands has been evaluated, both of brand names based on linguistic criteria and their formal aspect, the use of the brand as a profile image in social networks has been analyzed and the use and viability of corporate visual identity manuals as an instrument for coordinating the use of the brand have been studied. The results show that Spanish NGOs manifest, in general, insufficient compliance with the criteria for the efficacy of a visual identity, both from the point of view of the name and graphic brand and by the management and application to different media. For all these reasons, a series of recommendations are made to improve the effectiveness of the design, use and management of the corporate visual identity of NGO brands that allow for greater efficiency in corporate communication and actions in the field of solidarity. / Tarazona Belenguer, N. (2020). Identidad visual corporativa en las ONG: valoración del estado actual y propuestas de desarrollo futuro [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/158738 / Compendio

La Identidad Visual Corporativa (IVC) desempeña un papel significativo en la imagen de una empresa, ya que al ser atractiva facilita la comprensión y mejora la capacidad de retención de la misma. Por ello, se planteó como objetivos diagnosticar la problemática en función a la IVC de la empresa Laceados & Color Chiclayo; identificar los elementos de un manual de IVC que se aplicarán a la empresa; y estructurar dicho manual de IVC. La investigación tuvo un enfoque cualitativo con un diseño fenomenológico. Se utilizó como técnicas entrevistas a especialistas y focus group y cuestionarios como instrumentos. Los sujetos de estudio fueron 3 especialistas en publicidad y marketing, 10 clientas originarias de la ciudad de Chiclayo, así como el gerente de Laceados & Color Chiclayo. Se concluyó que la empresa enfrenta desafíos significativos relacionados con su IVC; además, el estudio identifica los elementos esenciales que componen un manual de IVC; asimismo se destacan elementos adicionales como la tipografía principal y secundaria, la paleta de colores corporativos, elementos de papelería y directrices para aplicaciones de marca, junto con recomendaciones para la gestión de merchandising. Finalmente se estructura el manual de IVC de la empresa por medio de un contexto histórico, información general sobre la marca, orientación gráfica sobre el logotipo, etc. / The Corporate Visual Identity (CVI) plays a significant role in the image of a company, since being attractive facilitates understanding and improves its retention capacity. Therefore, the objectives were set to diagnose the problem based on the CVI of the company Laceados & Color Chiclayo; identify the elements of an IVC manual that will apply to the company; and structure said IVC manual. The research had a qualitative approach with a phenomenological design. Interviews with specialists and focus groups and questionnaires as instruments were used as techniques. The study subjects were 3 advertising and marketing specialists, 10 clients from the city of Chiclayo, as well as the manager of Laceados & Color Chiclayo. It was concluded that the company faces significant challenges related to its IVC; Furthermore, the study identifies the essential elements that make up an IVC manual; Additional elements such as primary and secondary typography, corporate color palette, stationery elements and guidelines for brand applications are also highlighted, along with recommendations for merchandising management. Finally, the company's IVC manual is structured through a historical context, general information about the brand, graphic guidance on the logo, etc.

Grafiska profiler har ofta liknande innehåll men ser självklart olika ut för olika verksamheter och varumärken. En cityförening är ett samarbete mellan flera olika aktörer som vill kommunicera med sina målgrupper och samtidigt förmedla det som föreningen tillsammans står för.  Studiens syfte är att ta reda på vad som bör ingå i en grafisk profil för en cityförening och vilka speciella faktorer som finns vid framtagandet av cityföreningars grafiska profiler. För att påvisa möjligheterna till applicering i det som undersökts, används Mjölby City som exempelfall och studien ska generera riktlinjer för Mjölby Citys grafiska profil. För att svara på studiens frågeställningar har en kvalitativ metod används i form av kvalitativa intervjuer och en fokusgrupp i form av en workshop. Intervjuerna har legat till stor vikt vid undersökningen av de speciella faktorerna, då intervjuer har gjorts med företagsrepresentanter som har skapat eller bearbetat grafiska profiler för cityföreningar. Fokusgruppen utfördes för att ta reda på Mjölby Citys identitet, något som bör ligga till grund då en grafisk profil utarbetas. En kvalitativ intervju med en kommunikationsbyrå har också gjorts för att understryka betydelsen av fokusgruppen. I analysen framkommer det att den teoretiska utgångspunkten och den framtagna empirin är eniga i flera aspekter. Studiens slutsatser bygger på att det finns en del speciella faktorer att ta hänsyn till när det gäller cityföreningars grafiska profiler. En cityförening behöver en tydlig grafisk profil och de bör ta hänsyn till att det finns en tredelad målgrupp: besökare, investerare och invånare. Det är viktigt att ta hänsyn till omgivande faktorer så som politik i området, den lokala utvecklingen och marknaden. En grafisk profil för en cityförening bör bygga på kärnvärden och en karaktäristisk identitet. Den grafiska profilen bör vara bred så att alla föreningens verksamheter inryms under den och den ska gå att kombinera med samarbetspartners visuella uttryck. Kulörer bör definieras i den grafiska profilen som kan delas in efter årstider, högtider och evenemang.  Innehållet i Mjölby Citys grafiska profil bör genomsyras av föreningens identitet och kärnvärden. Den bör innehålla en tydlig logotyp och olika harmoniserande färgpaletter för olika händelser. Den bör innehålla definierade teckensnitt, en antikva och en linjär och om Mjölby City finner en lämplig tagline bör även den finnas med i den grafiska profilen. / Corporate visual identities often a have similar kind of content, but of course they differ depending on the corporation or brand. A city center association is a collaboration of a number of different companies willing to communicate with their target groups and in the same time conveying what the association stands for. This thesis work aims to find out what should be included in a corporate visual identity of a city association and what special factors can be found in the development of these kind of corporate visual identities. To demonstrate the applicability of the study, Mjölby City is used as a case study and guidelines for Mjölby City’s visual identity will be generated. To answer the frame of questions of the study, a qualitative method is used in the form of qualitative interviews and a focus group. Considering the aim of finding special factors, the interviews have been of great importance. They were conducted with company representatives who have worked with visual identities for city associations. The focus group was conducted to find out what Mjölby City’s identity is, which is of great importance when a corporate visual identity is developed. A qualitative interview with a communications agency has also been held to emphasize the importance of the focus group. The analysis shows that the theoretical basis and the derived empirical data are in agreement in several aspects. The study findings are based on the existence of special factors to consider during the development of city association’s visual identities. A city association needs a clear visual identity and one should take into consideration that there are three target groups: visitors, investors and residents. It is important to take environmental factors into account such as policies in the region, local development and the marketplace. A city association’s visual identity should be based on core values and distinctiveness. The visual identity should be broad so that all the association’s activities are housed under it. The width is also important for the possibilities to combine it with partners’ visual identities. Colours should be defined in the visual identity program and they should be be classified according to seasons, celebrations and events. The contents of Mjölby City’s visual identity should be permeated of the association’s identity and core values. It should contain a distinct logo and various harmonizing colour palettes for different events. It should also contain defined fonts, one roman and one linear font, and if Mjölby City finds a suitable tagline this should also be included in the visual identity program.