A Study of Colours in a Brand’s Logo and Brand Image in the Indian Sports Shoes Industry

This research paper talks about the factors that affect the brand image of a company with a special focus on the role played by brand logos. The paper has revealed brand personalities of individual colours and has identified the impact that these colours have on brand image. The objective of this research paper was to collect data that could help marketers and logo designers understand how the potential customers of a firm pursue that particular brand based on the brand logo. It throws light on the link between colours of a brand logo in the sports shoe industry and the brand image formed by the use of a particular colour. It aims to help brand managers form an appropriated brand personality that can attract the subconscious mind of the target market, and fulfils their social and psychological needs. It discusses how customers relate their personalities with the brand personality that is developed from brand image. The data was collected from youngsters who play sports, or who are a connoisseur of sports, located in different parts of India. Percentage analysis technique has been used to analyse the data. The study has concluded that brand image is heavily impacted by brand name, the tagline, and the colour and shape of the brand logo. The study has resulted in the formation of a ready-to-use database that contains information about brand personality portrayed by individual colours, with respect to the sports shoe industry, which can help the brands during the designing process.