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Varumärkeskommunikation via logotyper: en studie om designelementens påverkan
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Brand communication through logotypes : a study regarding the impact of design elements (English)
Abstract [sv]

Den ökade globaliseringen och digitaliseringen har resulterat i en hård konkurrens på marknaden. För att ett företag ska lyckas driva igenom sitt budskap till potentiella kunder krävs det att företagets budskap är kort, koncist och slagkraftig. En företagslogotyp har möjligheten att skapa varumärkeskännedom och konkurrensfördelar samtidigt som den är enkel att lägga på minnet. Företagslogotypen kopplas till kärnan i företaget och består av olika designelement som färg, form, symboler och typsnitt. Syftet med studien var att undersöka de olika designelementen i svenska modeföretags logotyper för förstå hur dom uppfattas och hur dom påverkar varumärkeskommunikationen. Studien använder sig utav en kvantitativ forskningsmetod och är baserad på en enkätstudie där respondenterna hade möjlighet att utvärdera svenska modeföretags logotyper. För att undvika tidigare associationer hos respondenterna innehöll enkäten även fabricerade logotyper, framtagna för studien. Resultaten visade att designelement har en viss påverkan på varumärkeskommunikation. Färg var det designelement som visade sig ha störst påverkan i resultatet.

Abstract [en]

Due to the increased globalization and digitalization, companies face greater market competition. In order for a company to succeed, they need to be able to communicate with their potential customers. As the market is saturated, the message needs to be short, concrete and powerful. A company logotype carries the ability to create brand awareness and competitive advantages whilst being easy to absorb. It is connected to the core of the company and consists of different visual elements such as colors, shapes, symbols and font. The aim of this study was to examine the different design elements in Swedish fashion companies’ logotypes in order to understand how they are perceived by consumers and what they communicate. The study used a quantitative research method and was based on a survey in which respondents were asked to examine Swedish fashion companies’ logotypes. In order to avoid previous associations, the survey also contained fictitious logotypes invented for the survey. The results of the study presented that design elements impact brand communication to a certain limit. The impacts of the design elements differ from each other, and the influence of color had the most distinct result.

Place, publisher, year, edition, pages
2022.
Keywords [en]
Brand communication, Logotype, Design element, Color, Symmetry, Shape, Font, Brand positioning
Keywords [sv]
Varumärkeskommunikation, Logotyp, Designelement, Färg, Symmetri, Form, Typografi, Varumärkespositionering
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-28164OAI: oai:DiVA.org:hb-28164DiVA, id: diva2:1679548
Subject / course
Business Administration
Available from: 2022-07-01 Created: 2022-07-01 Last updated: 2022-07-01Bibliographically approved

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CiteExportLink to record
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