2006:102

BACHELOR THESIS

Corporate Visual Identity

The Communicational Role of The Brand Name and The Logo

Nadihezda Silva-Rojas
Stephen Roast

Luleå University of Technology

Bachelor thesis
Industrial marketing
Department of Business Administration and Social Sciences
Division of Industrial marketing and e-commerce

2006:102 - ISSN: 1402-1773 - ISRN: LTU-CUPP--06/102--SE

ACKNOWLEDGEMENTS

To write our Bachelor Thesis has been a very challenging, but interesting ten weeks of hard
work and co-operation. We would like to thank our supervisor, Tim Foster for all his
assistance, as well as Karin Jonsson Bodin, the Information Manager of Polarbröd AB for
taking the time to support our study and participate in an interview to share valuable
information in our research area. We would also like to thank our families for understanding
the time and effort that writing this thesis has taken.

Luleå, May 2006

Nadihezda Silva-Rojas Stephen Roast

i
ABSTRACT

Branding has become a very instrumental way for organizations to communicate to the
customer in today’s competitive business environment. This means of communication has
strategic advantages in creating association, values and differentiation for a corporation in the
long run. The purpose of this study is to provide a better understanding of how corporate
visual identity is developed in organizations. Corporate visual identity, consisting of the five
elements of name, logo, typography, colour and slogan, is a reputable method of generating
identification for an organization and through this communication a desired image can be
established. However, due to time limitations and the magnitude of this research area, this
study focuses on arguably the two most recognizable elements of corporate identity and the
research questions engage in how the brand name and the logo can be described. A literature
review was conducted based on the two research questions, which resulted in a conceptual
framework that supported the data collection. A qualitative, single case study methodology
was applied for this investigation, with the primary data collected from a focused telephone
interview with the Information Manager of the Swedish company Polarbröd AB. The results
indicate that the brand name’s association and meaning are of significant importance and that
an unfamiliar brand name can operate in a foreign market when it has the advantage of
appealing to customers. The findings also showed that the logo is considered to represent
communicational investment, as its image takes a very long time to build and that maintaining
recognition and familiarity is essential for an established logo.

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SAMMANFATTNING

Varumärkes byggande har blivit ett väldigt instrumentalt sätt för organisationer att
kommunicera med konsumenten i dagens konkurrenskraftiga affärsvärld. Detta sätt att
kommunicera har strategiska fördelar när det gäller att skapa associationer, värdegrund och
differentiering för ett företag på lång sikt. Syftet med denna studie är att uppnå bättre
förståelse hur företags visuella identitet utvecklas i organisationen. Företags visuella identitet,
bestående av fem delar av namn, logo, typografi, färg och slogan, är en ansedd metod för att
generera identifikation för en organisation och genom denna kommunikation kan en önskad
image etableras. Emellertid, på grund av tidsbegränsning och den stora omfattningen av
forskningsområdet, kommer denna studie att fokusera på de två eventuellt mest välkända
delarna av företagsidentitet och forskningsfrågorna upptar hur varumärkets namn och logon
kan beskrivas. En litteraturöversikt utfördes, baserad på de två forskningsfrågorna vilket
resulterade i en teoretisk referensram som assisterade vid datainsamlingen. En kvalitativ
fallstudie inom metodologi användes vid undersökningen tillsammans med primär data från
en telefonintervju med informationschefen vid det svenskägda företaget Polarbröd AB.
Resultaten indikerar att association och betydelse av varumärkets namn är av stor vikt och att
ett okänt varunamn kan operera i en främmande marknad när den har fördelen att tilltala
konsumenten. Resultaten visar också att logon är betraktad som en kommunikativ investering
eftersom dess image tar lång tid att bygga upp och att bibehålla igenkännande och förtrolighet
är nödvändigt för en etablerad logo.

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 TABLE OF CONTENTS

TABLE OF CONTENTS

1. INTRODUCTION ........................................................................................ 1
1.1 BACKGROUND........................................................................................................ 1
1.2 PROBLEM DISCUSSION......................................................................................... 3
1.3 PURPOSE AND RESEARCH QUESTIONS ............................................................ 5
1.4 DEMARCATIONS .................................................................................................... 5
1.5 OUTLINE OF THE THESIS...................................................................................... 5
2 LITERATURE REVIEW............................................................................ 7
2.1 THE NAME................................................................................................................ 7
2.1.1 The Brand Naming Process.................................................................................... 7
2.1.2 The Brand Naming Criteria.................................................................................... 9
2.2 THE LOGO .............................................................................................................. 11
2.3 CONCEPTUAL FRAMEWORK............................................................................. 18
2.3.1 Conceptualization - The Brand Name .................................................................. 19
2.3.2 Conceptualization - The Logo.............................................................................. 19
3 METHODOLOGY ..................................................................................... 21
3.1 RESEARCH PURPOSE........................................................................................... 21
3.2 RESEARCH APPROACH....................................................................................... 22
3.3 RESEARCH STRATEGY ....................................................................................... 22
3.4 DATA COLLECTION METHOD ........................................................................... 22
3.5 SAMPLE SELECTION............................................................................................ 23
3.6 DATA ANALYSIS .................................................................................................. 23
3.7 QUALITY STANDARDS ....................................................................................... 24
4 EMPIRICAL DATA .................................................................................. 27
4.1 THE BRAND NAME............................................................................................... 27
4.2 THE LOGO .............................................................................................................. 30
5 DATA ANALYSIS ..................................................................................... 34
5.1 THE BRAND NAME............................................................................................... 34
5.2 THE LOGO .............................................................................................................. 36
6 FINDINGS AND IMPLICATIONS ......................................................... 40
6.1 HOW CAN THE BRAND NAME BE DESCRIBED? ............................................ 40
6.2 HOW CAN THE LOGO BE DESCRIBED? ............................................................ 42
6.3 IMPLICATIONS...................................................................................................... 44
6.3.1 Implications for practitioners ............................................................................... 44
6.3.2 Implications for theory ......................................................................................... 45
6.3.3 Implications for further research .......................................................................... 45
REFERENCE LIST .......................................................................................... 46

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 TABLE OF CONTENTS

APPENDICES
APPENDIX A: INTERVIEW GUIDE – ENGLISH
APPENDIX B: INTERVIEW GUIDE – SWEDISH
APPENDIX C: INTERVIEW REQUEST
APPENDIX D: ORIGINAL POLARBRÖD EMBLEM

LIST OF FIGURES
FIGURE 1.1 Operational model for managing corporate reputation and image ...................... 3
FIGURE 1.2 Outline of the thesis ............................................................................................. 6
FIGURE 2.1 The brand naming process ................................................................................... 8
FIGURE 3.1 Methodology issues for your thesis ................................................................... 21
FIGURE 4.1 Polarbröd’s Logo ............................................................................................... 30

LIST OF TABLES
TABLE 2.1 The brand naming criteria ..................................................................................... 9
TABLE 2.3 Summary of Design Guidelines .......................................................................... 15
TABLE 5.1 The Brand Name ................................................................................................. 36
TABLE 5.2 The Logo ............................................................................................................. 39

v
 INTRODUCTION

1. INTRODUCTION
In this first chapter, the background will present the concept of brands and branding for an
organization. A problem discussion will then follow describing the importance of a brand
name and logo to a corporation. Finally, the purpose and the research questions of this
investigation will be identified.

1.1 BACKGROUND

Rooney (1995) highlights the fact that brands and branding are not recent concepts; however,
companies are expanding their usage to many different situations, as these strategic methods
are becoming more popular. Branding, as he goes on to mention, is a means to construct long
term differential advantage, as customers are unwilling to replace a familiar brand that they
are comfortable with. In today’s competitive and unpredictable business environment,
Calderón, Cervera and Mollá (1997) claim that brands are the best asset a firm can posses, as
added-value and long-term association can be achieved by a company with its customers.
Balmer and Gray (2003), as well as Simões and Dibb (2001) even clarify that corporate
brands have a many benefits to appreciate, such as communicating brand values,
differentiation from competitors and increased admiration and loyalty to the company.
Prendergast, Ng and Leung (2001) comment that a brand can contain up to four implications;
attributes, benefits, values and personality. Brand management and marketing activities
should be a part of strategic policies, as Grace and O’Cass (2002), furthermore Calderón et al.
(1997) highlight the importance of brand value, loyalty and appeal and profit. By creating
value, image, prestige or lifestyle, Rooney (1995) explains that companies can acquire and
preserve customers.

Balmer and Gray (2003) explain that there are certain aspects associated with corporate
branding and to branding in general, with brands deemed as marks representing ownership,
image-building procedures, symbols linked with key values, measures by which to construct
individual identities and a channel by which satisfying experiences can be consumed. Davis
(2002) describes how a brand is as valuable to a company as the human and financial
resources, and that a brand requires continual development and fostering, in order to meet
customer expectations.

Calderón et al. (1997) define how branding has become key issue for the organization and the
customer. Marketing management, as they clarify, unites the firm with the customer, in terms
of the market needs. According to Schreuer (2000), successful brand building depends on the
association and the acquired contact of the company to the consumer. Brand development has
become of great concern to many organizations, as Schreuer (2000) states that a company’s
individuality is needed to be shaped in a market in order to compete in the long run. Simões
and Dibb (2001) shed light on how organizations must produce exclusive features, which
should be focused upon in order to stand out from competitors and to confront customer
expectations for the company and their offerings. Jevons, Gabbot and de Chernatony (2005)
declare that brand associations have proved to be sufficient for a brand to be understood by
the positioning in the minds of customer groups, due to the influence of people, places and
occasions that are considered to be linked to the brand.

1
 INTRODUCTION

Hatch and Schultz (2003) acknowledge that previous studies have shown that a strong
corporate brand has a considerable role in encouraging customer outlook of existing and new
product varieties. The latest investigations reveal that brands can be applied in numerous
styles, as Schroeder (2005) declares that by rethinking the branding practices and focusing on
the reactions of customers will confirm the significance of branding. Branding, according to
Fatt (1997), is a message that identifies competence, standard and image to consumers. He
expresses that branding conveys a knowing and trust towards the customer, therefore research
on people’s preferences are of great importance to present and future customers. Jevons et al.
(2005) comment on how brands link the company to the customer in many diverse ways,
although the focus of each is the main attribute in the relationship between them.

The customer and not the organization verify brand value, as Calderón et al. (1997) conclude
that a brand creates a far superior image and greater profit margin for a company, than just a
product. By reason of the competitiveness and technological pressures of today’s market,
Melewar and Saunders (1998) state that consumers purchase company products that appeal
and inspire the most. Simões and Dibb (2001) mention how brands identify with the customer
in both a psychologically and physically manner, with the acknowledgement that consumers
currently purchase brands and not products. Wei (2002) explains that an organization requires
both an identity and an image, as identity describes the evidence of who you are, but an image
notably portrays your appearance and performance to others.

Simões and Dibb (2001) describe how a reliable identity is essential in order to convey a
consistent image for the internal and external environments surrounding the organization,
with branding entailing an influential role. Corporate identity, as discussed by Melewar and
Saunders (1998), consists of an organizational structure, concentrating on publication and
reporting tasks, as well as a visual structure that focuses on the company’s branding
operations. Identity is, according to Gray and Balmer (1998) how an organization is perceived
through the both official and informal sources of corporate communications by the
organization’s internal and external surroundings. Corporate identity as they point out,
basically describes the company’s unique characteristics. For corporate brand management to
project a distinctive identity for the organization, Balmer and Gray (2003) highlight the need
to focus and combine actual and desired company characteristics.

Brand personality as illustrated by Aaker (1997), concentrates on the human characteristics

connected with a brand, which a customer can relate to on a personal level. Aaker explains
how a brand personality has both a representative and self expressive nature for the customer.
According to Fatt (1997) a brand personality must never be altered, so as to attain a stable
meaning to the customer. Aaker (1997) and Fatt (1997) expose how the advertising of brand
personalities has an impact, as well as a long lasting impression on customers and their
lifestyles. Harris and Fleming (2005) state that the developing of a brand personality is crucial
in today’s business environment as most service offerings are intangible. They go on to
mention how a brand personality has prominently featured in marketing operations, so as to
generate a positive image to targeted customers.

Brand images, as mentioned by Porter and Claycomb (1997), influence the determinations of
the company and the buying activities of the consumer. They add that a reputable and
established brand image can be considered a treasured benefit, involving tactical and
competitive advantages for the company. According to Gray and Balmer (1998), corporate
image is based on two elements, the intended image of the organization and the structuring of
a positive influence to key stakeholders. The past and the future are according to Hatch and

2
 INTRODUCTION

Schultz (2003), important to corporate brands, as customs and traditions as well as upcoming
strategic decisions, help to demonstrate the purpose of the brand. Hatch and Schultz (2003)
point out that the corporate brand is based upon the images of the organization to the
customer, as well as those created by the stakeholders, including employees, customers,
investors, suppliers, partners, regulators, special interests and local communities. The
influences on the internal and external environment, plus the market success of an
organization are fundamental for describing corporate image (Melewar and Saunders, 1998).

Gray and Balmer, (1998) moreover Daffey and Abrott (2002), express that explanation of
acquiring a positive image and status is due to the supervision of a company’s identity. Pina,
Martinez, de Chernatony and Drury (2006) acknowledges the corporate image as a vital
feature that organizations must attain, in order to accomplish customer satisfaction and loyalty
to help improve sales. Management, according to Gray and Balmer (1998), have engaged the
responsibility of corporate image and reputation, as a result of the modern competitive
environment, instead of public relations departments and design experts as in the past. They
highlight that managing corporate identity, communication, image and reputation can be
found in the operational model (see figure 1.1).

CORPORATE Can
CORPORATE CORPORATE IMAGE AND lead to
Through creates COMPETITIVE
IDENTITY COMMUNICATION CORPORATE
ADVANTAGE
REPUTATION
Feedback
Feedback

FIGURE 1.1 Operational model for managing corporate reputation and image
Source: Gray and Balmer (1998), p. 696.

When creating a corporate image, Pina et al. (2006) describe how business communication
channels are the key elements, as corporate identity assists to support a company’s status. Van
den Bosch, De Jong, and Elving (2005) comment that corporate branding and corporate
communication are practiced methods to create corporate reputation. An established
reputation involves a dependable identity over many years, whereas a strong image as
highlighted by Gray and Balmer (1998) can be formed with a communication system,
consisting of name, logo, signage, advertising and public relations.

1.2 PROBLEM DISCUSSION

According to Van den Bosch, et al (2005), the corporate visual identity is a beginning to
creating a corporate reputation and has a definite impact on a company’s performance.
Balmer and Gray (2003) describe how a corporate brand is almost impossible to copy, as
corporate visual identities are patented and the central essence of the brand is intangible. A
brand, as highlighted by Van den Bosch et al. (2005) is a visible feature that a customer has
the ability to notice and remember. They describe that a corporate visual identity can aid a
brand by supporting a company’s operations, which in turn helps to enhance trust and
diminish uncertainty.

3
 INTRODUCTION

Corporate Visual Identity System (CVIS), as Melewar and Saunders (1998) point out, is a
major factor surrounding corporate identity, which increases the awareness of the company’s
capabilities, strengths, products, services and exclusivity. Corporate visual identity is a
planned image that is a key tangible asset for a company (Van den Bosch et al. 2005).
Schroeder (2005) illustrates that brands are naturally visual, with the application of logos,
product design, packaging, brand identity and brand advertising fashioned to produce unique
brand images. Melewar and Saunders (1998) highlight CVIS as the focus of an organization’s
proposed image, with name, symbol and/or logotype, typography, colour and slogan being the
five components. Prendergast et al. (2001) describe that a brand is a name, sign, symbol or
design, or a mixture of these, which expresses a distinct message and quality from the
organization to the customer. Words, as described by Fatt (1997) can be employed to build
images for the organization and the customer. He also states that both words and pictures have
the ability to reinforce a message, with both needed so as to convey a clearer visual statement.

Grace and O’Cass (2002) reflect on the importance of the actual brand name, stating that it
expresses a confidence to the consumer, as well as providing the value that can reduce risk.
Bristow, Schreider and Schuler (2002), as well as Saunders and Guoqun (1997) illuminate the
importance of a corporate name, stating that the value and association with a name is more
than promotional costs. A good brand name can save millions of dollars to a product’s life, as
it has its own meaning, is immediately identifiable and expresses its attributes, which leads to
a strong competitive advantage (Chan and Huang, 1997). According to Davies (1998), simple
recognition or branding can be used in the naming of a product, although with a brand name a
greater loyalty and significance is experienced by the consumer. A brand name, as stated by
Jiang (2004), is a fundamental factor when communicating to the customer. He found that
when knowing a products quality, the customer uses the brand name to identify the product
between different brands. Gray and Balmer (1998) clarify that names are fundamentally
applied to brands and classify the corporate identity. Jiang (2004), moreover Bristow et al.
(2002) suggests that the actual brand name reflects the list of qualities and traits which
symbolize an organization to the consumer. Prendergast et al. (2001) explain that brand
names are the foundation of distinction for an organization, and continue to add that
customers buy brand names at any cost. Brand value, good or bad, is the quality and
accountability associated to the brand’s name and symbol, due to the fact that a product or
service is experienced by the customer (Calderón et al., 1997)

Van den Bosch et al (2005), furthermore Gray and Balmer (1998) recognize that a logo
describes the identity of a corporation; it symbolizes their purpose, however, managers must
ensure to communicate this in a consistent manner, as it connects the organization to the
market. The logo is the key feature of a corporate graphic design system, which unlike a
name, can be cleverly be adapted to the development of a company’s identity (Gray and
Balmer, 1998). Van den Bosch et al. (2005) illustrate that a corporate logo or symbol can
clarify a company’s features and qualities, and can also be associated with the organizations
roots. They go onto mention that the uniqueness of a logo demands a special creativity, which
also has to support the company’s strategy. A logo, as highlighted by Van den Bosch et al.
(2005) is a means of creating differentiation for an organization, by appealing to and
attracting customers in a recognized way. The logo communicates the existence of a
company, but it also has the capacity to represent a company’s image (ibid).

Corporate communication, as illustrated by Gray and Balmer (1998) is the vital component
which ties corporate identity with the corporate image and reputation, as it influences the
reflection to all important stakeholders of an organization. They state that the manner and the

4
 INTRODUCTION

channels of corporate communication should be apparent at all times, as the internal and
external environment of an organization is manipulated in various ways. Gray and Balmer
(1998) also highlight that the customer’s mental picture creates a corporate image, as the
identification of a company’s name and logo shape expectations. Personality, according to
Aaker (1997), can also be linked to a brand, through name, symbol or logo, promotional
methods, price and distribution. Calderón et al. (1997) argue that the brand name is the most
important feature for most organizations, for competitive and economical reasoning. Wei
(2002) explains how major organizations spend millions of dollars on finding the right brand
name and designing logos, with the intention of attracting consumers and generating the
correct corporate image. MacInnis, Shapiro and Mani (1999) describe how brand names and
symbols signify effective communication tools. As stated by Fatt (1997), the name, symbol
and logo are the most recognizable elements of corporate identity. He adds that the designs of
these visible components are treated seriously, as first impressions affect a company’s image.

1.3 PURPOSE AND RESEARCH QUESTIONS

The purpose of this investigation is to provide a better understanding of how corporate visual
identity is developed in organizations.

In order to achieve our stated purpose, the following research questions will be addressed:

RQ 1. How can the brand name be described?

RQ 2. How can the logo be described?

1.4 DEMARCATIONS

The corporate visual identity system as mentioned in the problem discussion consists of five
elements. However, for our study we are only focusing on two of them, the name and the
logo. This enabled us to attain a better understanding and a more focused analyse in our time-
restricted study of a large, complex research area.

1.5 OUTLINE OF THE THESIS

The study consists of six chapters and we will briefly explain the contents of each chapter.
Chapter one begins with the background, which is followed by the problem discussion that
presents the research area and the research questions. The chapter concludes with the
demarcation of our study. Chapter two describes the literature and the theory which is
associated to our research questions and thereafter a conceptual framework is selected to
support us in our study. Chapter three illustrates the methodology and how the data was
obtained for our thesis. In chapter four, the collected empirical data is presented, which is then
analyzed in comparison to the conceptual framework in chapter five. Finally, chapter six
highlights the findings and implications assessed in our research. The outline of the thesis is
shown on the next page in figure 1.2.

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 INTRODUCTION

FIGURE 1.2 Outline of the thesis

CHAPTER 1 CHAPTER 2 CHAPTER 3 CHAPTER 4

Introduction Literature Methodology Empirical
Review Data

CHAPTER 5 CHAPTER 6
Data Analysis Findings and
Implications

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 LITERATURE REVIEW

2 LITERATURE REVIEW
The purpose of this chapter is to establish a theoretical outline. Firstly, the presentation of the
brand name is described, which is followed by how the logo is described in order to establish
corporate visual identity. Finally, a conceptual framework is presented at the end of this
chapter.

2.1 THE NAME

Regarding the first research question of describing the brand name, we begin with a theory
which describes the brand naming process. Thereafter, we highlight three theories that focus
on the brand naming criteria.

2.1.1 The Brand Naming Process

According to Kohli and LaBahn (1997) the selection of a brand name is crucial, due to
attracting of customers and the effect it can have on profits. Organizations, as mentioned by
Kohli and LaBahn (1997) have recognized that a meticulous and structured brand name can
provide great benefits, including advantages that enhance the competitive side of a company,
however, they illustrate that creating a brand name is a very demanding assignment. The
authors explain that very few investigations have been conducted to describe the process for
creating brand names and with the help of three previous studies mentioned in their study,
McNeal and Zeren (1981), Shipley, Hooley and Wallace (1988) and Shipley and Howard
(1993), Kohli and LaBahn (1997) have constructed a five- step brand naming process.

Step One: Specifying the objectives of branding

Specifying the objectives of branding is the first step of the brand naming process, which
should mainly focus on the proposed positioning, which includes reflecting on the image,
competition and target market.

Here, it is highlighted that branding can be seen to have a greater relevance to consumer-
goods companies, as the name and advertising is believed to larger impact to the customer.

Step Two: Creation of Candidate Brand Names

It is understood that around 46 names are formed during every naming project, through
reliable methods such as creative thinking and brainstorming. Outside agencies, for example,
advertising and marketing research firms are also a popular means to creating a name. While
employees, customers and computer software are considered less frequent alternatives for
supplying ideas for names Moreover, the authors comment on the possibility of acquiring an
existing name from another company.

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 LITERATURE REVIEW

Step Three: Evaluation of Candidate Brand Names

As stated in the first stage, name association is very significant to the product in terms of
intended personality and positioning, so the projected image and appeal is very important.
However, memorable, recognizable and easy to remember are also illustrated as key factors
for the suggested name. It is at this time of the process that trademark registration becomes a
serious issue.

Step Four: Choice of a Brand Name

Once again the considered branding objectives play a principal role for the final choice of the
brand name. So a thorough approach to the purpose and characteristics of the intended brand
name must be applied at this stage.

Step Five: Trademark Registration

The proposed names are then graded and submitted for a trademark search. Nevertheless,
trademark registrations should not limit the creating and selecting of a desirable brand name.
Four to five suggested names are considered necessary for trademark selection at this last
stage of the process, in order to assure a final registered brand name.

Figure 2.1 illustrates the five-step brand naming process according to Kohli and LaBahn
(1997).

Specifying the Objectives

of Branding

Creation of Candidate
Brand Names

Evaluation of Candidate
Brand names

Choice of a Brand
Name

Trademark
Registration

FIGURE 2.1 The brand naming process

Source: Kohli and LaBahn (1997), 69.

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 LITERATURE REVIEW

2.1.2 The Brand Naming Criteria

Chan and Huang (1997) describe branding as a means to identify a product or service. They
go on to clarify the importance of the brand name for promotional operations and the
relationship towards the customer. Chan and Huang (1997) emphasize that branding research
concentrate on the criteria and conditions for creating successful brand names. The authors
state that the criteria needed for choosing a top-quality brand name differs from researcher to
researcher, and highlight in their study that Collins (1977) mentioned six conditions, McNeal
and Zeren (1981) named 13 features, McCarthy and Perreault (1987) proposed 12 factors,
while Kotler and Armstrong (1997) recommended five aspects for the choosing of a
successful brand name. Chan and Huang (1997) have investigated and compared each of the
suggested criteria and recognized that there is inconsistency and similarities between them.
The aforementioned criteria, except for Collins, are revealed as follows:

TABLE 2.1 The brand naming criteria

McNeal and Zeren’s McCarthy and Perreault’s Kotler and Armstrong´s

1 descriptive of product 1 short and simple; 1 suggest something about

benefits;
2 memorable;
3 fit with company Image and
other products’ image;
4 trademark available;
5 promotable and
advertisable;
6 uniqueness versus
competition;
7 length;
8 ease of pronunciation;
9 Positive connotations to
potential users;
10 suited to package;
11 modern or contemporary;
12 understandable:
13 persuasive.
2 easy to spell and read; the product’s benefits and
qualities.
3 easy to recognize and remember;
2 easy to pronounce,
4 pleasing when read or heard – and recognize, and remember.
easy to pronounce;
3 distinctive.
5 pronounceable in only one way;
4 translate easily into foreign
6 pronounceable in all languages (for languages.
goods to be exported)
5 capable of registration and
7 always timely (does not get out of legal protection.
date);
8 adaptable to packaging or labelling
needs;
9 legally available for use (not in use by
another firm);
10 not offensive, obscene, or negative;
11 suggestive of product benefits;
12 Adaptable to any advertising medium.

Source: Adapted from Chan and Huang (1997), p. 228.

Taking their results into consideration, Chan and Huang (1997) constructed a three
component criteria (marketing, legal and linguistic) that they consider essential for the
development of a good brand name. This criteria is as follows:

The Marketing Component

The aim is to be able to promote products and services in a desirable manner to the targeted
audience. Therefore the focus must be placed on capably endorsing the advantages and

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 LITERATURE REVIEW

attributes of the product, plus the fact that these operations must also align with the image of
the company.

The Legal Component

A brand name must be legally registered, as well as protected, so as not to be modified and
replicated by competitors.

The Linguistic Component

The language and pronunciation are considered to be the core and fundamental ingredients in
branding, in particular for exporting motives. The brand name should be positive, pleasant to
read and hear, as well as modern and familiar, but also timely in order to be understandable,
memorable and easily recognized so as to increase awareness. Plus, the length of a brand
name is also important factor to analyze. This affects the syllables, words and phrases which
can be applied to the marketing activities and also the legal protection of a brand name.

Turley and Moore (1995) illustrate that a brand is a way of identifying the goods and services
of a company. They add that the primary concern for a company is the brand name selection.
The authors claim that due to the diversity of services and service deliveries, brand name
strategies will be varied. A brand name, as stated by Turley and Moore (1995) can be vocal or
verbal and entail words, numbers and letters. They explain the five classifications of a service
brand name.

Descriptive brands: this type of brand name describes a major attribute connected with the
service, which can be perceived as advantageous to the communication to the customer.

Person-based brands: names of owners, partners or important individuals feature in this form
of brand name category. These names are often unique, but may require great marketing
efforts to position the service to the customer.

Associative brands: the nature of this kind of branding focuses on fabricated words, or words
that usually have no meaning, which creates an identity and has an impact to the consumer
through planned promotional activities. This category of brand names is considered the most
legally protected.

Geographic brand names: this approach can be employed in many ways, so as to connect
with the customer and create competitive advantage. Local or regional names are used to
generate familiarity to the audience. A patriotic feel is experienced by the customer as the
using of country names in the actual brand name. Distant geographic names can also be
employed to project an interesting and exiting image.

Alpha-numeric brand names: this strategy combines the use of letters and numbers, in order
to associate and portray the service in the best way possible to the consumer. These names are
normally exclusive and easy to officially protect.

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 LITERATURE REVIEW

Kohli and Thakor (1997) explain how brand names have become the most important assets
for numerous organizations. They continue to describe that branding in a source for
competing in a market, which has the ability to influence consumers. The authors express that
any image can be generated for any brand name and that marketing activities can help to
support brands. Kohli and Thakor (1997), as well as Kohli, Harich and Leuthesser (2004)
point out the five particular categories of names specified by the Patent and Trademark Office
and employed by the courts to settle trademark rights and infringement cases. Each category,
as mentioned in both articles presents different conditions regarding trademark protection and
marketing application and they affirm that the level of trademark protection increases as we
progress in the given order below. For example, generic names can not be registered whilst
coined names are expected to receive the best protection. The five brand name categories are:

Generic: this type of name is the general word used for the product and can not be employed
as brand names.

Descriptive: this kind of name supports marketing activities, as it helps to describe the
offering, thus creating an image.

Suggestive: this class of name reminds customers of the product’s attributes and also
generates an image which can be applied in promotional efforts.

Arbitrary: this style of name is the use of a common term that evidently has no association
with the product variety, resulting in considerable advertising in order to appeal to consumers.

Coined: this method of name application involves the using of a fictional word, which is not
linked to any offering or product selection, also entails a great deal of marketing so as to
create an image.

2.2 THE LOGO

Henderson and Cote (1998) declare that logos are essential communicational assets, which
organizations promote at large costs to generate identification, image and connotation. They
state that a logo can be perceived as a company’s signature. Henderson and Cote (1998)
explain that companies regularly modernize their logos in order to sustain a reputable image,
which must represent an organization’s objectives and traditions. According to Henderson and
Cote (1998) logos must have these dependant variables in order to asses the response
dimension; recognition, affect, meaning and subjective familiarity.

Recognition

As pictures are more evident than words, company logos should be recognized immediately
by all means of advertising. This is due to communication to the audience by an organization
has its time restrictions. In addition, previous studies have shown that remembering a logo can
increase the recognition of a company name. Furthermore, if logo identification is
accomplished, protecting the sign from encroachment becomes much easier.

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Logo recognition consists of two elements. Firstly, correct recognition is how the customer
remembers a logo. This focuses mainly on design aspect of a logo, which in turn can lead to
false recognition – where consumers think that they have observed the logo, when they
apparently have not. Secondly, recall must be achieved in order for the customer to be
reminded of the brand or company in question.

Affect

Investigations have revealed that associations are made between a logo and a product or
company, therefore positive affect responses are essential for the success of a logo and the
reflected corporation. The degree of affect depends on whether it is positive or negative, how
powerful the influence is and how strongly the logo is linked to the product or company.

Positive influences of a logo can be achieved by first impressions, as well as evolving in time
due to greater coverage. However, it must be stated that the general perception of a logo is
extremely hard to repress and transform.

Meaning

The objective of logos is to communicate the same misinterpreted, desirable message to the
targeted audience. The actual nucleus of the logos meaning as confirmed in semiotic studies,
can be assessed for reactions, as codable stimuli comes into focus. This entails the higher the
codable stimuli is for a market, the easier it is for a logo to be understood and remembered.
Consequently, the design and attraction are two key attributes for logos in order to enhance
communications.

Subjective Familiarity

This reasoning accounts from the connection made by the logo to the consumer, even if it is
seen for the first time. Familiarity of a logo can be accomplished from the design to the using
of established symbols, resulting in a stronger competitive position, due to a greater positive
influence, as well as a superior meaning and image. Familiarity is also known to convey faster
responses, which is an important issue for company logos.

Henderson and Cote (1998) also reveal that independent variables are needed to asses the
design dimensions of a logo. By combining recognized logo strategy literature and design
characteristics highlighted by Dondis (1973), Henderson and Cote (1998) identified the
important features for logos and categorized them into six types, natural, harmony, elaborate,
parallel, proportion and repetition.

Natural

Natural describes the extent of familiar objects in a representative and organic nature.

Representative illustrates the realism in a design, enhancing familiar meaning and correct
recognition. However, a design can be refined to its distinctive characteristic, causing
abstraction, which in turn can be judged to be complicated to understand and recognize.

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Natural shapes, consisting of irregular curves are perceived to be of an organic character.

These designs are proposed to imply more meaning, instead of geometric designs that tend to
appear less natural and more abstract.

Harmony

Harmony coordinates features, by uniting symmetry and balance to signify a very good
design.

Balance suggests that there is a centre and structure to a design and this appearance can be
related to symmetry. If a design is considered imbalanced, this is known to be more
distressing to viewers.

Symmetric designs generate a positive affect, as well as quicker responses and symmetry is
acknowledged as “pattern goodness”, as identical images are found on both sides of a design.

Elaborate

Elaborate is recognized to capture the concept and the essence of a design, which involves
complexity, activeness and depth.

Complexity can occur in numerous different design features and in the overall design itself,
including the arrangement and the number of components in a logo. A simple logo is believed
to be easier to recollect, while complexity should have a created relationship with affect.

Active designs project a sensation of motion or flow and are generally conceived as being
more interesting. This flow helps to bring the logo to life; furthermore active designs are
related to symmetry, balance and complexity.

Depth is linked to complexity and representative, which is considered to influence recognition

and provides the design with perspective or three-dimensional image.

Parallel

Parallel designs possess lines or elements that basically correspond to each other; however,
this feature is not associated to any dependant variables.

Proportion

Proportion describes the connection between the horizontal and vertical dimensions, with
some proportions just believed to be more appealing than others when applied to logo
designs.

Repetition

Repetition implies the features which are similar or identical in sections of a design to one
another.

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When considering selection guidelines, the three types of strategic purposes for logos, as
mentioned by Henderson and Cote (1998) are high recognition logos, low investment logos
and high image logos. They also describe the features associated to poorly designed logos.

High recognition Logos

The aim for this strategy is to have a high correct recognition, low false recognition and a
high affect. These logos should be high in naturalness and harmony, reasonably high in
elaborateness, repeated elements and used with large quantities of advertising to encourage
company recall.

However, there are only small amount of logos, according to Henderson and Cote (1998) that
attain all the recommended qualities for this type of strategy. Although they do stress that it is
realistic for a logo to posses the three given characteristics. Nevertheless, Henderson and Cote
(1998) describe how high correct recognition (correct recognition and affect) can be
accomplished in logos in two ways, firstly by creating a design that includes higher than
average levels of naturalness, harmony and elaborateness, or secondly by using an
exceptionally natural design effect.

Low Investment Logos

This tactic for logos involves the using of false recognition and positive affect. These logos
should be low in naturalness, high in harmony, rather high in elaborateness, have parallel
lines and a good proportion.

High Image Logos

This logo approach entails using a high positive affect. These logos should be fairly high in
elaborateness and naturalness and high in harmony.

Poorly Designed Logos

Poorly designed logos are normally low on correct recognition, affect and meaning, as well as
low in naturalness, harmony and elaborateness.

The logo selection/modification process, as described by Henderson and Cote (1998) must
start by researching company vision and image. The authors then proceed to illustrate the how
the company’s financial ability has a role in designing the company logo. They clarify that
logo type and logo symbol are other details that should also be considered. Henderson and
Cote (1998) highlight that the next step is for managers to describe these objectives and
constraints to the designers and then to finally select a logo after evaluating the received
proposals supported by the selection guidelines, as well as the desired response and design
dimensions.

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Table 2-2 illustrates the summary of design guidelines according to Henderson and Cote
(1998).

TABLE 2.2 Summary of Design Guidelines

Goals Design Guidelines

Correct False Familiar .

Recognition Recognition Affect Meaning Natural Harmony Elaborate Parallel Proportion Repetition

High-
Highly Moderately Moderately Include
Recognition Undesirable Desirable Desirable High
Desirable High High Some
Logos

Low- Useful a Close to

Not Highly Highly Moderate Moderate
Investment but not Moderate High Golden
Applicable Desirable Desirable High High
Logos Necessary Section

High- Useful a
Highly Moderate
Image Irrelevant Irrelevant but not High High
Desirable High
Logos Necessary

Poorly Overly Low

Fails to Fails to Fails to Fails to Low
Designed Very Low or Overly
Achieve Achieve Achieve Achieve
Logos High

Source: Henderson and Cote (1998), p. 25.

The guidelines presented by Henderson and Cote (1998) are considered to be fairly flexible,
due to the scope of choice surrounding the real meaning of the logo and logo type. They
explain how a certain symbol can differ in various design approaches. Henderson and Cote
(1998) state that this flexibility is necessary, as managers accept that a particular kind of logo
is most suitable for their product or product range, so the modification of a logo is generally
deemed a better alternative than designing a new one.

According to Henderson and Cote (1998) correct recognition designed logos differs from
false recognition logos and they dispute that the factor surrounding the selection of which to
employ is a matter of company resources. A small firm can attain recognition through
profound publicity so as to create a false recognition effect, whereas a company with
sufficient resources prefers its logo to be correctly recognized and differentiated from
competitors through a broad range of promotion. The lack of naturalness, a high harmonious
effect or the using of numerous parallel lines contributes to projecting false recognition, as the
logo design is believed to be unclear and confusing (ibid).

Henderson and Cote (1998) explain that the best means for achieving a greater affectively
pleasing logo is to use rather elaborate, but also quite simple designs. This, as highlighted by
the authors, helps to generate a positive reflection, as well as sustaining customer interest,
since the use of regular promotional activities is employed by many companies. Natural logos
improve affect as they are considered to contain more meaning and more enjoyable to
observe. Furthermore, according to Gestalt psychology harmonious designs have the ability to
enhance affect, due to symmetry and balance (ibid).

As stated by Henderson and Cote (1998), the dimensions meaning and subjective familiarity
are linked, as positive associations are significantly connected to meaning. They mention that
familiar meaning can be taken full advantage of by using a distinctive, but straightforward
object logo design, which also has a natural and proportioned manner. Moreover, a design
with a familiar meaning nature can increase correct recognition (ibid).

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Henderson and Cote (1998) reveal that their research concentrated on symbols and their
graphical features, rather than letters or words. They also add that no company named logos
were investigated.

According to Kohli, Suri and Thakor (2002), branding helps a company to use its identity to
generate an individual image and they mention how the brand name is of great importance,
but due to language barriers in the international marketplace, logos are increasingly becoming
a major visual means of recognition for an organization. The authors highlight that the role of
the logo is to provide identification for a company through its design and can be employed in
combination with the name so as to increase recognition speed, as well as also being used as a
incentive for the recollection of a brand name. A second reasoning of a logo’s function made
by Kohli et al. (2002) is that a logo can replace a name in marketing efforts that are time or
space restricted to support brand recognition and provide customers with a positive
association and willingness to purchase. They also explain how previous studies acknowledge
that graphical images can be quicker and easier to process, as they provide audiences with
visual cues.

Kohli et al (2002) state that there are two features of logo design, these are content and style.
Content concentrates on the worded and graphical elements illustrated in a logo, where the
style of a logo focuses on how these elements are formed. Earlier investigations, as exposed
by the authors declare that logos are recollected quicker when a product category is integrated
into the design, while the style of the logo did not. However, they are quick to accept that
these findings do not entail that style elements should be ignored, as past studies have also
proved that factors and preferences surrounding the style elements are objective and are
believed to have the capability to make a difference to customer awareness of a logo.
According to Kohli et al. (2002) design aspects of logos should be based on appropriate and
definite marketing goals.

Kohli et al. (2002) speculate if there is really is a need to change or modify a logo as a
consistent message and association is the primary purpose of a company logo. Although they
do point out several issues to consider the changing or the updating of a logo, for example, a
change in company name, to highlight a new objective, design modernization and also by
keeping the appeal, as well as interest to viewers alive. The authors stress that in order to
establish if a logo is in need of modification, it is essential that they are evaluated over time
and also by individuals of various competences, as opinions and assessments are conducted
differently by people as a company evolves.

According to Kohli et al. (2002) logo design is recognized as an art rather than a science and
taking the aforementioned information into consideration, they have created the following six
guidelines for logos.

Choose the image carefully, because it has a profound impact

Creating a strong image is considered to take a great deal of time to assemble and even longer
time to discard, so the communication activities of a company, to which a logo is essentially
part of, as well as name and slogan, must be well-planned and reflect their intentions and
objectives.

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Look at the big picture, and ensure consistency over time and between various elements

In order to create a clearer and more defined picture in the minds of the customer, a consistent
message of important elements supporting brand must be employed to enable a successful
brand identity and a stronger brand image. The logo is a valuable means of helping this
recognition process.

Be careful about what you can and cannot change

It is emphasized that alterations to a logo should be kept to a minimal and that if it is

necessary to change a logo, this adjustment can be justified by a branding strategy
transformation or due to a modification requirements.

Don’t go with the flavour of the month

The temptation to imitate successful logos is acknowledged as a risk, since marketing

strategies and positioning tend to differ from organization to organization. Following the
latest trends for logo designs is generally regarded as unattractive and causes uncertainty in
the minds of the consumers, thus leading to problems with a company’s distinctiveness in the
marketplace and also even with the possibility of conflicting trademark issues.

Be systematic and objective

The designing of logos should compliment the branding strategy and the chosen criteria must
therefore be reflected in the selected communicational and promotional efforts, as each logo is
unique. Every feature associated with logo design is of immense significance and influences
the efficiency and value associating the brand to the customer.

Test logos in the marketplace

Logos should be investigated and assessed by both inexperienced and educated individuals in
order for the value of a logo to be completely analyzed. The key to designing a logo that is
successfully recognized in the medium to long run by the targeted audience is by testing a
logo’s effect through extensive exposure and then reviewing the results.

MacInnis, Shapiro and Mani (1999) highlight the essential function of brand symbols as a
means of communication and help to classify brands in their markets by association and
positioning. Brand symbols, which are characterized by the authors in their study as signs that
reveal both the brand name and its product category, can be employed to pursue marketing
activities. They further add that the brand name differentiates the company from the
competition and the product category acknowledges the product/service in which the brand
competes.

According to MacInnis et al. (1999) there are four dimensions surrounding brand symbols.
The first two are the name and the product category, in regard that these can be pictures and
words, just pictures or just words to describe its message to customers. The third dimension
focuses on the physical interaction vs. the physical separate of the brand symbol. As stated by

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the authors, physical interaction describes the combining of both the name and product
category in a brand symbol, while physical separate brand symbols have name and product
category detached from each other. They continue by proclaiming that the fourth element
involves the use of brand names that communicate product benefits vs. names that do not,
which is of great importance to a company’s promotional activities.

In order to provide a better perspective of the four dimensions of brand symbols, MacInnis, et
al. (1999) have also contemplated how the customer processes information regarding the
recognition and recall, so as to remember a brand symbol. They claim that the influences of
cued recall and recognition to a brand symbol can occur through both incidental and focused
memory conditions.

Cued Recall

Cued recall can also be defined as the relational processing, which identifies the connection
between two stimuli (the brand and the product category) and how the information is
processed, navigated and learned. This method is more favourable to high benefit brand
names, due to the image associated to the name and product category and compliments the
physical interaction aspects of brand names and product categories, as well as employing the
communicating of product benefits in brand symbols. The links found between the product
category and the names function as a reminder to the customer and they are essentially the
main concern for the identifying of the brand when cued recall is attained.

Recognition

Recognition concentrates on the distinctiveness of the to-be-remembered stimuli, which

focuses on the unique specifications of a certain item to increase the accessibility of
remembering and can in addition be explained as item-specific processing. This technique
supports brand symbols that illustrate pictorial and/or verbal brand names and product
categories, as recognition helps the customer to classify and respond to brand symbols
through familiarity. Exposure of the brand symbol and the consumer’s capacity to distinguish
the name and product category amongst a multitude of other brands are the key factors to
successful recognition.

2.3 CONCEPTUAL FRAMEWORK

As stated by Miles and Huberman (1994), a conceptual framework illustrates, either

graphically or in narrative form, the most important factors and their influences to be
investigated. Furthermore, the authors suggest that constructing a conceptual framework is
easier if research questions have been presented, as is the case in this study. With the purpose
of answering the two research questions in chapter one, we will clarify the literature to
support our data collection. The selected theories for our conceptual framework were deemed
most appropriate for our study. Initially we will present the literature concerning our first
research question, how can the brand name be described and then finally the theories
regarding our second research question, how the logo can be described.

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2.3.1 Conceptualization - The Brand Name

Chan and Huang (1997) present a brand naming criteria, which consists of three components.
We will employ this theory to our investigation due to the fact that the authors have designed
a model by analyzing four previous consistently tested brand naming theories. Chan and
Huang’s (1997) criteria are illustrated as below:

The marketing component

• suggestive of product benefits;
• promotable and persuasive;
• suited to package
• fit with company image and other products’ image.

The legal component

• legally registered and available for use (not in use by another firm);
• unique in competition

The linguistic component

• The phonetic requirements
o easy to pronounce;
o pleasing when read or heard;
o pronounceable in only one way and in all languages for goods to be exported.

• The morphological requirements:

o short and simple.

• The semantic requirements:

o positive, not offensive, obscene, or negative;
o modern or contemporary, always timely;
o understandable and memorable.

2.3.2 Conceptualization - The Logo

Kohli, Suri and Thakor (2002) state the importance of logos in international business, as they
are a means to communicate to an audience regarding brand identity and brand image. They
also mention how a logo can support a brand name and also help to increase recognition, as
content, as well as style are contributing factors to logo design and eventual modifications.
The study by Kohli et al. (2002) also reviews previous literature in this area, including certain
aspects of Henderson and Cote (1998). We will use this theory in our investigation as it
presents a complimentary and more recent insight into logos. The following points are the
recommended guidelines for logos as described by the authors.

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• Choose the image carefully, as it has a profound impact

o represents communicational investment
o takes time to build
o takes even longer to shed

• Look at the big picture, and ensure consistency over time between the various
elements
o clear brand identity
o desired communication: meaning, affect
o strong brand image

• Be careful about what you can and cannot change

o maintain recognition
o maintain familiarity
o minimal design modifications: content for new strategy, style for updating

• Don’t go with the flavour of the month

o undesirable
o indistinctiveness: positioning, strategy
o trademark issues

• Be systematic and objective

o follow branding strategy
o develop unique criteria: establish design components
o specific marketing communicational goals

• Test logos in the market place

o evaluate exposure and review results
o appreciate all levels of input: complimentary, adds value
o attain medium to long run success

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3 METHODOLOGY
In this chapter we will present the methodology that includes the methods employed to answer
the research questions. The chapter starts with the research purpose, which is followed by the
research approach and research strategy. The data collection process will then be explained
and next the applied sample selection is highlighted. The illustration of the data analysis is
subsequently discussed and finally the quality standards are presented.

Research Research Research Data Sample Data

purpose approach strategy Collection selection analysis

Validity and Reliability

FIGURE 3.1 Methodology issues for your thesis

Source: Adapted from Foster. (1998). p. 81

3.1 RESEARCH PURPOSE

Saunders, Lewis and Thornhill (2003) state that studies can be categorized by a purpose or an
employed strategy and Yin (2003) declares that research can be characterized as exploratory,
descriptive and explanatory. Saunders et al. (2003) add that it is possible to have more than
one purpose and strategy for research intentions and that the purpose may change during the
course of an investigation.

Exploratory investigations, according to Saunders et al. (2003) are processes employed to

discover what is happening, to search for new meanings and to investigate the answers so as
to be able to understand a problem. The authors declare that the benefits of exploratory
research are its flexibility and adaptability to change, not that this method lacks a sense of
direction, but to be capable of taking new information into consideration in order to gradually
narrow the focus of the study. They mention how descriptive studies disclose an exact
summary of people, events or circumstances, which can be employed before or after an
element of an exploratory study. Saunders et al (2003) highlight the importance of being very
specific in the research area preceding data collection, as well as being proficient to evaluate
and draw conclusions from a descriptive study. They illustrate that explanatory studies
acknowledge the informal interactions between factors. The focus of this research method is
to investigate a situation or a problem ant to explain the influence of the issues involved
(ibid).

Literature has been found regarding the describing of brand names and logos, so we have
explained this phenomenon primarily in a descriptive manner. Our study is also exploratory as
we tried to formulate and define the problems within the area of research, by reflecting on the
communicational tools of the brand name and logo. However, the study is barely of an
explanatory nature, since we only begin to explain the understanding of how the brand name
and logo are developed within corporate visual identity from the conclusions drawn in our
study, so as to present information for further development and knowledge.

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3.2 RESEARCH APPROACH

This study will use a qualitative approach, as Denscombe (2003) states, to gain a better and
profound understanding within the problem area. Descombe (2003) highlights that qualitative
research mainly focuses on description and employs words as the unit of analysis and in
addition, these investigations have a tendency to be associated with small-scale studies, a
holistic perspective, researcher participation and an evolving research design. According to
Denscombe (2003), a qualitative research is better related to social phenomena, which our
study warranted, so as to proficiently describe how corporate visual identity is developed in
organizations when addressing the aspects surrounding their name and logo.

3.3 RESEARCH STRATEGY

The strategy we decided to be most appropriate for our research was a case study. Saunders,
Lewis and Thornhill (2003) state that a case study is a valuable way to explore existing
theory, which can enable a researcher to challenge these theories and/or present foundations
for new hypotheses. This strategy, as stated by Saunders et al (2003), allows the researcher to
apply multiple sources of evidence, in order to gain a strong perspective surrounding the area
of research and its development. Yin (2003) highlights that case studies have a profound
association with, “how” questions, not involving the need to control the chain of events, and
are based on contemporary events. In this study the use of “how” research questions were
applied, it was not necessary to control the chain of events and the research area is a relevant
topic for today’s business environment. These proved to be relevant factors in permitting us to
attain a deeper insight of a company and the two specified elements of their corporate visual
identity.

3.4 DATA COLLECTION METHOD

Saunders, Lewis and Thornhill (2003) reveal that an interview is a method that helps to gather
valid and reliable data for research questions and objectives. They add that an interview
should be consistent with the research questions and objectives, as well as the purpose of the
research and the chosen research strategy. Furthermore, Yin (2003) states that interviews are
an essential source for case study research information, which allows researchers to focus on
the case study topic. In light of the aforementioned discussion, we have chosen interviews as
our primary data collection method.

According to Saunders et al (2003) telephone interviews may be regard as beneficial when

considering access to respondents, speed of data collection and lower costs. Due to the fact of
access, distance and speed of data collection we personally conducted a telephone interview
and to insure that all the information gained was recollected, the interview was both
documented and recorded.

Yin (2003) reveals that focused interviews can be open-ended and a degree of dialogue may
occur, however, the researcher generally follows an interview protocol. The interview is
usually quite short and often confirms particular aspects that are already known by the

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researcher (ibid). Our study applied the method of focused interviews, since the employing of
an interview guide will support our conceptual framework and also gave us the opportunity to
discuss the featured topic with the respondent.

Yin (2003) mentions that the use of multiple sources of evidence, referred to as triangulation,
allows the researcher to obtain numerous evaluations of the same phenomena, which
increases the validity of an investigation. We complimented the information gained at the
interview with documentation and observations.

3.5 SAMPLE SELECTION

The purpose of this section is to illustrate how we selected the case for our focused interview,
so as to describe two components of an organization’s corporate visual identity, the brand
name and the logo.

We started by contemplating on companies which have an established name and logo in

northern Sweden. Due to the dilemma of accessibility, we then focused on local companies to
investigate so as to be able to answer our research questions by observing their websites. We
then sent an e-mail to the Information Manager of Polarbröd, Karin Jonsson Bodin, requesting
an interview with the appropriate person regarding their brand name and logo. Karin Jonsson
Bodin personally agreed to assist us in our research, however, she insisted that we send a
document in advance, pointing out the main topics to be featured in the interview, in order for
her to be able to collect the necessary information to support our study. In addition to being
able to gather the necessary information, we considered the respondent to be appropriate for
our study, because Karin Jonsson Bodin as stated on Polarbröd’s homepage, is part of the
third generation of the family business and as well as being Information Manager, she is also
an Executive Director of the Polarbröd group.

3.6 DATA ANALYSIS

Yin (2003) emphasizes that data analysis entails examining, categorizing, tabulating or
otherwise recombining the collected data. Every case study should endeavour to attain a
general analytic strategy to identify the main concerns of what to analyze and why. Relying
on theoretical prepositions is the most favoured strategy that focuses on research questions
which are based on the results of and compared to previous studies (ibid). Our investigation
will use this strategy presented by Yin (2003), as we have developed the research on past
studies and results. Therefore, the data analysis used in this study relies on theoretical
propositions, and according to Yin (2003), this entails comparing the information collected
and the literature presented, enabling the researcher to draw the necessary conclusions in a
research.

Miles and Huberman (1994) highlight that describing qualitative data concentrates on data in
the form of words and the processing of these words is an aspect of the analysis procedure.
Miles and Huberman (1994) also clarify the Three Concurrent Flows of Activity:

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• Data Reduction: The practice of selecting, focusing, simplifying, abstracting and

transforming the information, in an organized manner so that conclusions can be
drawn and verified.

• Data Display: Allows the researcher to illustrate the findings and results of the data in
a structured way in order for conclusions to be easily drawn.

• Conclusion Drawing/Verification: The explanation of the relevant answers - noting

regularities, patterns, explanations, possible configurations, casual flows and
propositions.

When analyzing the data in this study we have decided to pursue Miles and Huberman’s
(1994) suggested proposition of data analysis. For each research question we have compared
the empirical findings to the literature and theories featured in our conceptual framework, in
order to make a within-case analysis.

3.7 QUALITY STANDARDS

Denscombe (2003) explains that validity within a research indicates that the required
information is studied and nothing more. Reliability within a research considers the fact that
the study is conducted correctly, with the notion that the same conclusions could be obtained,
if carried out by different researchers (ibid). As stated by Yin (2003, p 34), there are four
recognized tests to establish the quality of every empirical research; and he defines them as:

• Construct validity: establishing correct operational measure for the concepts being
studied.

• Internal validity (for explanatory or causal studies only, and not for descriptive or
exploratory studies): establishing a causal relationship, whereby certain conditions are
shown to lead to other conditions, as distinguished from spurious relationships.

• External validity: establishing the domain to which a study’s findings can be

generalized.

• Reliability: demonstrating that the operations of a study-such as the data collection

procedures-can be repeated, with the same results.

Construct Validity

Yin (2003) highlights that this first test is particularly problematic in case study research and
declares that are three available procedures to enhance construct validity. Multiple sources of
evidence is the first tactic named, which Denscombe (2003) claims supports the efforts of a
case study approach, as triangulation can be applied to strengthen an investigation’s validity.
In our study this is represented by the use of a focus interview, documentation and
observation.

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By explaining to Polarbröd from the outset the purpose of our study, determined the fact that
we were given access to talk to the appropriate respondent within the company. In addition,
we sent a document revealing the main topics of the interview to Karin Jonsson Bodin three
days before the scheduled interview, which as confirmed by Saunders, Lewis and Thornhill
(2003), enabled us to help gain information to discuss the significant aspects surrounding our
research area. To further increase validity, a tape recorder was used during the telephone
interview, so as to collect and to be able to verify the results of these discussions.

The second ploy, establishing a chain of evidence, is as described by Yin (2003) founded on a
similar concept to that used in forensic investigations. This permits an external observer-the
reader of the case study-to follow the source of any evidence from the initial research
questions to final case study conclusions (ibid). The first three chapters in this study describe
the means and the methods used in our thesis so as to fully illustrate our intentions of
investigating and answering our research questions.

The third tactic discussed by Yin (2003), illustrates having key informants asses the outline of
the case study report. For this investigation our supervisor has examined this study at regular
intervals and approved our interview guide.

Internal Validity

As this study mainly focuses on the descriptive nature of the research, no further
considerations will be given to internal validity. However, we also reflect on the explanatory
character of the research in our conclusions.

External Validity

According to Yin (2003), the external validity concentrates on the problem of understanding
whether a study’s outcomes are generalizable beyond the immediate case study. He adds that
external validity has been a major obstacle for case studies, in particular single case studies,
as they are a poor foundation for generalizing. Saunders et al (2003) describe how qualitative
research employing focus or in-depth interviews can not be applied to construct
generalizations about the entire research area. Therefore, due to the application of a single
case study strategy and primarily relying on the data presented from the using of a focus
interview, the external validity of this study is considered to be very low.

Reliability

The objective with reliability, as mentioned by Yin (2003), is to be confident that if a later
researcher followed the same process as stated by an earlier researcher and conducted the
same case study yet again, the later researcher should arrive at the same results and
conclusions. While the risk concerning reliability and data collection from this study, as
examined by Saunders et al (2003) must also be acknowledged. The authors reveal that
telephone interviews acquire a longer time to build trust between the researcher and
respondent, as well as the lack of visual cues and non-verbal behaviour which may affect the
progress of the interview. Saunders et al (2003) mention that the impact of bias behaviour and
perceptions of the interviewer and interviewee, may possibly influence the substantiality of
the answers received. As previously mentioned, all recollected material has been recorded and

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 METHODOLOGY

documented, so as to confirm that our results and conclusions in the study are trustworthy.
However, Denscombe (2003) additionally states that the recording of an interview can be an
intimidating situation for the interviewee that can inhibit them into revealing certain factors.
But due to the fact that the respondent agreed to conduct a recorded interview to assist this
study, as well as being an experienced member of the company, we regard the data in this
research as a good foundation to support our findings and conclusions.

In regard to reliability and the interview, we must highlight that the interview guide questions
were carefully selected, so as not to influence the respondent’s answers and were translated
from English to Swedish in order to conduct the interview. Thereafter, the information was
translated to English to present the data of this study.

Yin (2003) explains that a case study protocol and the developing of a case study database are
ways of increasing the reliability of a research. None of the aforementioned measures have
been used in this investigation; however, we believe that this methodology chapter, as well as
the interview guide, clearly illustrates how we have conducted this case study.

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 EMPIRICAL DATA

4 EMPIRICAL DATA
In this chapter we will present the empirical data collected from our case study. We
conducted a telephone interview to collect the empirical data, which was structured by our
conceptual framework.

Polarbröd AB is a family business from Älvsbyn that has over a hundred years of experience
in the northern Swedish traditions of baking bread. The company has progressed during its 34
years in production, from being a family bakery to Sweden’s third largest producer of bread.
Polarbröd holds 14 percent of the Swedish bread market, with white crispy bread, and both
white and brown soft breads as their main segment assortment (polarbröd.se).

In 2005, the company had a revenue of 579 million SEK and baked 32 911 tons of bread in
their three Polarbakeries in Älvsbyn, Bredbyn and Omne. Polarbröd’s export of bread has
increased over the last few years, with around 12 percent in 2005. The two biggest export
markets are Norway and France. Our respondent at Polarbröd was Karin Jonsson Bodin, who
is the Information Manager of Polarbröd and the third generation in the family business.
Karin Jonsson Bodin is also currently one of the Executive Managers of Polinova AB, which
is the parent company to the Polarbröd group (polarbröd.se).

In presenting the empirical data, we will refer to the respondent at Polarbröd AB, Karin
Jonsson Bodin, as the IM.

4.1 THE BRAND NAME

The Marketing Component

In regards to the brand name, the IM described that Polarbröd is an interesting combination of
the Swedish words “polar” and “bröd”. Where the word polar is associated with the northern
Sweden, the Artic Circle and the midnight sun and the word bröd, the Swedish word for
bread, simply states the company product. According to the IM, this is a great advantage as it
describes the company products; it suggests to the consumer what the product is and where
the product came from, which is very good. In the beginning, the company baked a product
which was known as “polarkakan” and each variety of bread was called “polarbröd”, and that
is how the company logically selected the brand name. The respondent highlighted that,
everyone at the company works for Polarbröd and the company sells Polarbröd, it is just that
straightforward. The IM also explained how the three bakeries in Älvsbyn, Bredbyn and
Omne have all acquired the brand name Polarbröd since 2003.

According to the IM, Polarbröd is promotable, as it is very easily recognized name and has
become an established brand name. It is an extremely distinct name that advertises the
product, and the brand name has successfully communicated the connection of polar and
bread to its market. The IM explained that the brand name is very convincing and simple to
understand, which helps to persuade to the consumer what the product is and what the brand
name refers to, it is not more complicated than that. The respondent added that it is very
important for the company to have a brand name that is promotable, as bread is an everyday

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 EMPIRICAL DATA

consumer good, the brand name must be easily recognizable for the customer to choose to buy
Polarbröd.

The brand name is absolutely suited to the packaging, as stated by the IM, the name Polarbröd
fits very well to the company image and the other products’ image. The respondent explained
how it illustrates the association to the company and the products, as some series of Polarbröd
contain the word “polar” in the actual product name, for example, Polarpärlan, Polarkraft and
Polarkaka. Every assortment of packaging contains the brand name Polarbröd, which entails
that the company image and the products’ image are very well suited to each other.

The Legal Component

The IM declared that the brand name Polarbröd is registered, and that this is very important
issue due to today’s competitive business environment, although the respondent stated that
did not recognize the legal procedures surrounding the use of the brand name. However, the
respondent explained that in regard to the actual brand, the company has experienced a few
companies which have come close and tried to copy the company’s brand colours. But
overall, the company has not experienced any real legal problems regarding the brand name.

The IM considers that the company has a brand name which is unique, as it is directly
associated with the north of Sweden, which no other company in the industry is. Although,
there is one competitor that also competes in the same niche as Polarbröd, with bread from the
north of Sweden, Polarbröd as a brand name, according to the IM, is still unique.

The Linguistic Component

The Phonetic Requirements

The IM deems that it is extremely important to be able to pronounce the brand name. The
respondent revealed that as the company produces an everyday consumer good, there should
not be anything which prevents the consumer to be able to pronounce the name. The IM also
continued to mention that the brand name should be associated to something nice, something
pleasing, and that the company did not select the brand name because it is pleasing when it is
read or heard, that is not considered so important.

Polarbröd works very well in quite a few languages, as highlighted by the IM, so that is good
for an exporting company. The respondent described that the letter “ö” however, is very
uncommon in many countries, so consumers may pronounce the name differently, yet the
name is still fully comprehensible in these foreign markets. The IM stated that how
consumers in these markets pronounce the brand name is in fact not so important to the
company, for example, Polarbröd works well in the French market, even though that these
consumers have difficulty pronouncing the name. The respondent explained that this is
because Polarbröd is an unusual word that is new and exotic, but still portrays the authenticity
of the product to the foreign consumer.

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 EMPIRICAL DATA

The Morphological Requirements

As described by the IM, the brand name Polarbröd, is not really that short, but it is very
simple and uncomplicated, although these are two elements that the company does not
consider to be so important. The IM stated that it is more important for the brand name to be
understandable and to explain what the product represents, which for Polarbröd is achieved by
combining the two words polar and bread.

The Semantic Requirements

The IM declared that it is very important to have a brand name that is considered to be
positive. The brand name, as highlighted by the IM, is hopefully something that contains a
positive feeling from the beginning, straight away. The respondent mentioned how Polarbröd
is a name which the consumer can associate with, with polar being somewhat of an exotic
word and the word bread describing something that is real and original. The IM illustrated
that it is with these principals in mind that the company has tried to promote and create a
positive connection to the brand name, Polarbröd for many, many years, and successfully so.

To have a modern brand name, according to the IM, is not very important to the company.
She continued by stating that the most important aspect from a company point of view is that
the consumers understand what the brand name stands for, what it really means. However, the
IM explained that the brand name should always be timely, this is incredibly important to the
company. The respondent clarified that the brand name should always be able to relate to the
consumer, no matter which generation they belong to.

It is incredibly important for the brand name to be understandable, as exposed by the IM, this
is of fundamental importance for the company, as the name, Polarbröd is based on two
elements. “Polar” highlights the aspect of northern Sweden in production, whereas “bröd”
represents the product. Thus, the brand name, Polarbröd, is according to the IM, a very logical
way of communicating to the consumer. The respondent mentioned that it is also obviously
important for the brand name to be memorable, and the IM pointed out that Polarbröd as a
name is very apparent and very easy to remember, because of the combination and the
association which can be made from the words, polar and bread.

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 EMPIRICAL DATA

4.2 THE LOGO

FIGURE 4.1 Polarbröd’s Logo

Source: Product Packaging

Choose the image carefully, as it has a profound impact

The company, as stated by the IM, has partly sales promotion and partly strengthening
marketing campaigns which represents the company’s communicative investment. The logo is
an extremely important element concerning this investment and the IM revealed that the
company will always strive to put emphasis on the logo, as it has a very important recognition
aspect for Polarbröd. The respondent also highlighted that the logo is in fact the company’s
biggest asset.

The IM described how the logo was designed by hand by a member of the family, Birger
Lindberg, who was a decorator. The respondent explained how the logo started out as an
emblem that was to include a reindeer and the midnight sun. The logo was introduced in the
early 1970’s and by the beginning of the 1990’s brand recognition was considered to be
successfully achieved. The IM pointed out that the logo was an interesting and important part
of this process; it took therefore around 20 years to build the logo’s image. Over the years,
according to the IM, people have through buying the company’s products successfully
assembled an association to the brand, which has been a very long-term progress, when
installing the building of confidence to develop a regular consumer base.

Polarbröd, as illustrated by the IM, have never thought about shedding the logo’s image. The
logo helps to provide the brand with its identity, which has been a tremendous advantage, the
logo is too important for the company. On the other hand, the IM mentioned that the company
have created a new brand called “Världens bröd”, which does not fit with Polarbröd’s image
and that the company expects that the building up of this new brand’s image will take many
years. In this industry, the IM declared that the product is everything, the product is the king,
the product can be recognized itself as its own brand, and therefore it can be perceived as an
ambassador.

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 EMPIRICAL DATA

Look at the big picture, and ensure consistency over time between the various elements

According to the IM, the logo has contributed and is enormously important to brand identity.
The respondent explained how the logo has a meaning; it stands for something to which the
consumer can relate to. The IM also stated that the company has a brand policy that describes
to the employees that Polarbröd represents purity, freshness, northern Sweden, the joy of
living, even outdoor life. All of these characteristics, as highlighted by the IM, can be
understood in the logo, with the reindeer standing in a little lake in front of the midnight sun.

The IM hoped that the logo communicated the aforementioned qualities in the actual design;
the actual details show the meaning of what the company symbolizes. As revealed by the
respondent, the company hopes that the consumer recognizes the logo as a symbol for a
guaranteed quality product. The affect of Polarbröd’s logo, as stated by the IM, is always to
communicate that Polarbröd is quality bread which everyone can trust, which is delicious and
healthy, a bread that everyone would like to eat. The respondent described how the logo is the
brand, and its image projects to the consumer all the words previously mentioned. This is
how, according to the IM, the logo creates a strong brand image.

Be careful about what you can and cannot change

The IM was adamant that it is very important to maintain recognition when

changing/modifying a logo. The respondent explained how there have been many people who
wanted the company to change and move the midnight sun or the other elements in the logo,
but the company has always maintained to keep the logo as it is, with only a few minor
adjustments. The company, as highlighted by the IM, has made only a few careful
modifications over the years from the original idea, and these were implemented so as to
make certain details clearer or to reinforce the brand identity. For example, the company
added the brand name to the logo, and then to strengthen this aspect, the IM exposed that the
company recently made the brand name clearer to read.

To maintain familiarity when changing/modifying a logo is, according to the IM, extremely
important for the company. The respondent mentioned that Polarbröd as a brand has operated
in this industry for many years and as a company we would like maintain credibility, trust to
the consumers. To change a logo without a good motivated reason, as stated by the IM,
communicates the wrong signals to the consumer.

In regard to small modifications to a logo, the IM considered them to be both good and
necessary. Although the logo can be considered to be modern, the respondent added that,
there are always new demands, new media, and new ways to communicate. The IM
highlighted that small modifications are fine, a company should not be afraid to modify a
logo, just as long as the company keeps their eye on the ball and knows what it is doing.

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 EMPIRICAL DATA

Don’t go with the flavour of the month

For Polarbröd, the IM stated that the prospect of pursuing the latest logo trends is
undesirable, and absolutely not an option. The brand, as described by the IM, operates in a
quite traditional branch, as bread is a staple food. Of course a company in this line of business
can have a modern logo, the IM explained, but pursuing the latest logo trends works much
better for a company in a technological industry, as it has a much faster business environment.
Polarbröd is a traditional company, and the IM illustrated that to follow the latest trends
would mean that the brand would become indistinct, which would also affect the company’s
positioning and strategy. To have an extremely modern logo, as revealed by the IM, would
not have a positive effect for the company in the minds of the consumers.

According to the IM, to apply the latest logo trends would affect the brand’s credibility. The
brand represents a quality, and the respondent mentioned that if the company started to
change the logo without a motivated reason, consumers would be very confused. The IM
expressed that pursuing the latest logo trends could lead to trademark problems for the
company, but only if the company decided to make considerable changes to Polarbröd’s logo.
The respondent continued to highlight that the latest logo trends would only be applied to
Polarbröd if the company would want to communicate a different message or something very
new to the consumer which the company believed to be both important and relevant, which at
the present time is not the case.

Be systematic and objective

When the company has decided to modify Polarbröd’s logo, the IM declared that it has
always been to make a detail clearer or to modernize the original brand concept. As the IM
previously stated, the company recently made the brand name clearer to read in the logo, and
it now looks a little bit different. The company therefore, according to the IM, basically made
this modification to correlate to what the company wants to communicate to the consumer,
without speculating too much about following the branding strategy of Polarbröd. As a brand,
the respondent appreciated that not all consumers understand the modifications of the logo.

The IM explained that it is very important for a company to develop unique criteria when
designing/modifying a logo and the respondent added that Polarbröd’s logo is a little
unpractical, it is round and contains many colours, and the company feels that the logo is a
little bit different. The company is represented and associated by the logo; and the IM
declared that the reindeer has helped to differentiate the brand, which has been a tremendous
advantage for the company. The respondent continued to mention how the logo stands out
compared to its competitors, as the unconventional choice of a reindeer, which is considered
strange, has helped to strengthen the brand identity. The IM explained how the company is
extremely grateful for the logo, even though it breaks many rules, it does makes a very strong
impact.

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Test logos in the market place

As the logo is established and is exposed on packaging, the IM highlighted that the only real
testing the company measures is by the results of sales. However, the company can not
directly connect this to logo modifications and the effect these have.

The IM considered that it can be important to appreciate all levels of input when
designing/modifying a logo. For Polarbröd, however, this entails appreciating the efforts of
the sales organization, plus the following the fundamental vision of the company. The IM
stated that it is important that those concerned participate in the process of changing of the
logo, but this can involve a lot of individual opinions. The respondent added that one must
always be able to manage information and ideas, one can not always listen and try to please
everyone, too much information can sometimes make matters worse due to conflicts of
interest.

It is not definite, however, according to the IM that appreciating the input of more people
involved in the process of changing a logo is, complimentary and/or adds value. This, as the
respondent explained, can leads to many discussions, and therefore many decisions are
needed to be made and one must have good intentions for the company, as well as
understanding the relevance of the change. The IM personally preferred only a few people to
be involved in the process of changing a logo, with the focus put on the knowledge and the
affection to the company, rather than many personal ideas and the belief that anything is
possible, so as to attain a clearer perspective. The respondent mentioned that the recent
modifications to Polarbröd’s logo have been minor and that this process has not involved
many people in the company.

Medium to long-term market success for a logo, as highlighted by the IM, depends on how
prioritized a company is to changing their logo. The respondent added how companies often
change their logos because of new major communicational reasons and in changing their
logo’s appearance this expresses the new message a company wants to convey to its
consumers. However, the IM stated the importance of Polarbröd’s logo and mentioned how
the logo is established, and that it communicated the right message to the consumer; therefore
the company has been careful and made only a few slight modifications in 35 years. The
respondent appreciated that it takes time to build a logo’s image, but due to the success of
Polarbröd’s fascinating logo, brand identity has been achieved by just simply placing a
reindeer in stores, thus demonstrating successful brand recognition.

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 DATA ANALYSIS

5 DATA ANALYSIS
In this chapter we will compare the empirical data presented in chapter four to the selected
conceptual framework outlined in chapter two. We begin with a data reduction by making a
within-case analysis, which will assist us in comparing the collected data to the theory
illustrated in the conceptual framework. The data will then be displayed in order to draw
conclusions in the following chapter.

In presenting the data analysis, we will refer to the respondent at Polarbröd AB, Karin
Jonsson Bodin, as the IM.

5.1 THE BRAND NAME

The Marketing Component

Chan and Huang (1997) described in their theory how the brand name’s purpose is to promote
products and services to the consumer in a persuasive way, by suggesting the benefits of the
product or service. Furthermore, Chang and Huang (1997) state that the brand name should
also suit company packaging and fit with the company’s image, as well as other products’
image. The IM mentioned how the brand name Polarbröd suggests to the consumer that
benefits of the product, by successfully communicating the association between the words,
polar and bread, and how this simply illustrated what the product represents. The respondent
explained how this makes the brand name Polarbröd promotable and persuasive, as it is
convincible, easily recognizable and distinct, which is important in this branch because bread
is an everyday consumer good. According to the IM, the brand name Polarbröd is suited to the
packaging, as it fits both the company image and other products’ image, due to the fact that
the brand name is successfully used on all product packaging, as well as the word “polar”
featuring in the product name of many series of bread assortment.

The Legal Component

According to Chang and Huang (1997), the brand name must be unique in its competitive
environment, and in order to be protected, the brand name should be legally registered. The
brand name Polarbröd is registered and that this is extremely important for competitive
reasons, but the IM did not recognize the legal proceedings regarding the brand name and
stated that the company has never had legal problems surrounding the brand name. However,
the respondent did consider that the brand name Polarbröd is unique, because it is directly
associated to northern Sweden, which no other brand in the industry is.

The Linguistic Component

The Phonetic Requirements

As mentioned by Chang and Huang (1997), the essential features of the brand name, for
branding purposes are, to be easily pronounceable, to be pleasing when read or heard, as well
as only being pronounceable in one way for exporting reasons. The IM declared that is

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 DATA ANALYSIS

important to be able to pronounce the brand name, in particular as Polarbröd operates in an

everyday consumer goods industry. In regard to whether a brand name should be pleasing
when read or heard, the IM stated that this is not so important, but recognized, however, that
the brand name should be associated with something nice. As acknowledged by the IM,
Polarbröd as a brand name works well in quite a few languages, which has advantages for the
brand being exported to foreign countries. The respondent mentioned that consumers may
also pronounce the brand name differently in these markets, but that this was not a major
problem, as Polarbröd is considered to be an unusual name and in the French market, the
brand name is judged as new, exotic and authentic.

The Morphological Requirements

Chang and Huang (1997) highlight the importance of a brand name to be short and simple, so
as to be easy to say and recognize. According to the IM, the brand name Polarbröd is not very
short, but it is simple and uncomplicated. However, the respondent stated that these elements
are not considered to be so important, and that it is of greater importance for the brand name
to be understandable and to explain what the product represents, rather than having a short
and simple brand name.

The Semantic Requirements

In regard to the context of the brand name, Chang and Huang (1997) recommend that the
brand name is positive, with no offensive, obscene or negative associations. They also suggest
that the brand name should be modern, but timely, as well as being both understandable and
memorable. The IM acknowledged that a brand name should hopefully be directly associated
with something positive straight away. With this in mind, the IM explained how this has
supported successfully marketing the brand name Polarbröd, as it is directly connected
something real, exotic and original. The respondent revealed that to have a modern brand
name is not considered important to the company, but that a brand name should have a
meaning and must be timely, in order to relate to all consumers, no matter which generation
they belong to. For the brand name to be understandable is of fundamental importance to
Polarbröd, as highlighted by the IM, the name describes the two elements which represents
the product and projects a logical way to communicate to the consumer. The respondent also
declared that it is important for the brand name to be memorable, and this can be perceived in
the name Polarbröd, due to the fact that it is a very comprehensible and easy to remember.

The table on the following page summarizes our analysis for this research question. The table
illustrates the conceptualization regarding the brand name and how this compares to the
empirical data collected in this study.

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 DATA ANALYSIS

TABLE 5.1 The Brand Name

CONCEPTUALIZATION POLARBRÖD AB
The Marketing Component.
• suggestive of product benefits; ++
• promotable and persuasive; ++
• suited to package ++
• fit with company image and other products’ image. ++
The Legal Component
• legally registered and available for use (not in use by another firm); ++
• unique in competition ++
The Linguistic Component.
The Phonetic Requirements
o easy to pronounce; ++
o pleasing when read or heard; --
opronounceable in only one way and in all languages for goods to be --
exported.
The Morphological Requirements:
o short --
o simple -+
The Semantic Requirements:
o positive, not offensive, obscene, or negative; ++
o modern or contemporary, --
o always timely; ++
o understandable and memorable. ++

The key to the coding employed in the table is as follows:

++ = They agree it is important and use it

+ - = They agree it is important but do not use it
- + = They do not think it is important but use it
- - = They do not think it is important and do not use it

5.2 THE LOGO

Choose the image carefully, as it has a profound impact

Kohli, Suri and Thakor (2002) claim that a logo’s image takes a long time to build, however,
to shed this image takes even longer. They describe the importance of this process and how it
represents the company’s communicational investment. The IM revealed that Polarbröd’s logo
is the company’s biggest asset and that the company will continue to emphasize the logo, as it
has a very important recognition aspect for the brand. The communicational investment, to
which the logo is a big part of, consists of both sales promotion and strengthening marketing

36
 DATA ANALYSIS

campaigns. According to the respondent, the logo’s image, as well as the brand took around
20 years to build, and the company have recognized that this is a long-term process when
developing a regular consumer base. Due to the logo’s success, as well as the importance and
the time aspect of building an image, the IM stated that Polarbröd has never thought about
shedding its image, as the logo has provided a successful brand identity.

Look at the big picture, and ensure consistency over time between the various elements

According to Kohli et al (2002), a successful brand identity is related to how the logo’s
meaning and affect is communicated to its audience. They claim that a consistent message of
these important elements over time leads to helping the recognition process and a stronger
brand image. As highlighted by the IM, the characteristics of the logo have contributed
enormously to brand identity, representing a valuable meaning, which in turn affects the
consumer to recognize the brand as a good, quality product. The respondent even mentioned
that the company has a brand policy, which describes to all employees what the brand
represents. The IM stated that for Polarbröd the logo is the brand and through this
communication a strong brand image has been built conveying trust, as well as the
recognition of a delicious tasting and healthy bread.

Be careful about what you can and cannot change

Kohli et al (2002) stress that the design modifications of a logo should be kept to a minimal,
so as to be able for the brand to maintain recognition and familiarity. The recommended
alterations, as mentioned by Kohli et al (2002), are content for applying of a new strategy and
style for the updating of the design. As illustrated by the IM, the maintaining of recognition
and familiarity when changing/modifying a logo is very important, and this can be seen in the
small modifications that have been made over the years to Polarbröds logo. The respondent
mentioned that Polarbröd has operated in this industry for many years, so the brand’s
credibility is a stake and a very good motivated reason would be needed for the company to
change the content of the logo. In regard to the minimal design modifications of the style of
Polarbröd’s logo, the IM stated that these were necessary to make details clearer or to
emphasize the brand identity and that a company must not be afraid to make small
modifications, as long as the company maintains it focus.

Don’t go with the flavour of the month

In regard to imitating successful logos and apply the latest trends, Kohli et al (2002) consider
this approach to be undesirable, which can lead to the brand becoming indistinctive and affect
the brand’s positioning and strategy. They also mention that by applying the latest logo
trends, conflicting trademark issues can become a significant legal problem. The IM
described how the pursuing of the latest logo trends is undesirable and that it is not an option,
due to the fact that Polarbröd operates in a traditional branch and that bread is a staple food.
However, the IM stated that following the latest trends when designing/modifying a logo
could be better suited to companies that operate in technological industries, due to the faster
pace of the business environment. By following the latest logo trends, the respondent
highlighted that the brand would become indistinct and that brand positioning and strategy

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 DATA ANALYSIS

would be affected, as Polarbröd would be communicating a different message, leading to the

consumer to challenge the brand’s quality and credibility. According to the IM, following the
latest logo trends could lead to trademark issues for the company, but for Polarbröd this
would entail big changes being made to their logo, which is not applicable at present.

Be systematic and objective

Kohli et al (2002) describe how the designing of a logo should align with the branding
strategy, with the unique and selected criteria of the logo’s design representing specific
communicational and marketing activities. As previously stated, the IM declared that when
the company has decided to modify the logo, it has always to been to make a detail clearer or
to modernize the original brand concept. Thus, the respondent clarified that these
modifications are more importantly aligned to communicate the right message to the
consumer, instead of putting to much emphasis on specifically focusing on Polarbröd’s
branding strategy. The IM acknowledged the importance of developing unique criteria when
designing/modifying a logo, as the features in Polarbröd’s logo explicitly represents the brand
and strengthens brand identity by differentiating the brand from its competitors. As revealed
by the respondent, Polarbröd’s logo appears to break many rules, but the strong impact of
bizarre, but significant features, as well as applying many colours to the logo has successfully
communicated the marketing goals for the brand.

Test logos in the market place

In order for logos to attain medium to long run success in the marketplace, Kohli et al (2002)
highlight that the evaluating the exposure and the reviewing of results should be considered
regarding the designing/modifying of a logo. They describe how this process should
appreciate all levels of input, in order to compliment and add value to a logo. The IM
explained that the company has no official way of testing the designing/modifying of
Polarbröd’s logo, but the only way the company can measure the exposure and results of the
brand’s logo is through sales, however, this can not be considered as a direct method. The
respondent believes that it is an option to appreciate all levels of input when
designing/modifying a logo, although the IM personally felt that including too many people in
this process could affect the real focus of the importance of the logo and for the brand in
general. The IM prefers to only rely on the input of a few people that are knowledgeable and
have affection for the company, for all levels of input to be complimentary and to add value.
As highlighted by the IM, the recent modifications have been minor, so the process of
modifying Polarbröd’s logo has only involved a few people in the company. To attain medium
to long run market success for a logo, according to the IM, depends on how prioritized a
company is willing to change their logo, as this will affect the communicational message that
a company wants to convey to its audience. Due to the few design modifications in 35 years,
the respondent expressed that Polarbröd’s logo has enjoyed long run market success, as brand
identity, brand image and brand recognition has been achieved.

The table on the following page summarizes our analysis for this research question. The table
illustrates the conceptualization regarding the logo and how this compares to the empirical
data collected in this study.

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 DATA ANALYSIS

TABLE 5.2 The Logo

CONCEPTUALIZATION POLARBRÖD AB
Choose the image carefully, as it has a profound impact.
• Represents communicational investment ++
• takes time to build ++
• takes even longer to shed ++
Look at the big picture, and ensure consistency over time between the various elements.
• clear brand identity ++
• desired communication: meaning, affect ++
• strong brand image ++
Be careful about what you can and cannot change.
• maintain recognition ++
• maintain familiarity ++
• minimal design modifications: content for new strategy, style for updating ++
Don’t go with the flavour of the month.
• Undesirable ++
• indistinctiveness: positioning, strategy ++
• trademark issues ++
Be systematic and objective.
• follow branding strategy -+
• develop unique criteria: establish design components ++
• specific marketing communicational goals ++
Test logos in the market place.
• review results and evaluate exposure --
• appreciate all levels of input: complimentary, adds value +-
• attain medium to long run success --

The key to the coding employed in the table is as follows:

++ = They agree it is important and use it

+ - = They agree it is important but do not use it
- + = They do not think it is important but use it
- - = They do not think it is important and do not use it

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 FINDINGS AND IMPLICATIONS

6 FINDINGS AND IMPLICATIONS

The purpose of this study has been to provide a better understanding of how the brand name
and the logo are developed in corporate visual identity. In this final chapter, we will answer
the two research questions as stated in chapter one and draw conclusions from the analysis in
chapter five. We will also present the implications of our study for theory, practitioners and
future research.

6.1 HOW CAN THE BRAND NAME BE DESCRIBED?

The marketing aspect, in regard to the brand name of an organization, has proved to be a very
important characteristic in the competitive business environment. For an organization to
possess a brand name that can communicate to its audience is very advantageous and is
extremely beneficial in its appeal. To be able to promote and persuade the consumer to buy a
product through the presence of the brand name is valuable, in particular for everyday
consumer goods. Our findings also show that by suggesting the benefits of the product to the
customer by the employing of the brand name, is a very successful way in convincing the
customer into making a purchase. We can find that by combining words and by possessing a
distinct brand name, easily allows the consumer to make an association of what the brand and
the product represents. This helps the customer to understand the message that an
organization is trying to communicate to its audience in a very logical way and is also a very
convenient method to increase brand recognition, as well as to differentiate the brand from its
competitors.

We also found that operating in a competitive and traditional industry, the image
communicated to the consumer is of great importance due to the necessity of successfully
gaining trust and recognition for the brand. To position the brand in the minds of the
consumer by adeptly having the brand name fit with the company, as well as other products’
image is verified to being significant so as to generate a reliable message of communication to
the customer. The consistent feature of the brand name to effectively fit all packaging and to
include a word of the brand name to many of a brand’s product assortments transfers a sense
of familiarity to a market and has developed the assembling of a regular customer base by
enhancing brand identity.

The legal element of the brand name is considered to be extremely important for a competing
company. By owning a brand name that is registered and unique enables the brand to
distinctively differentiate itself from all competitors in its industry and effectively help the
customer to make their choice of purchase. We have found that the brand name can obtain its
uniqueness from an association to a geographical region and this has proven to successfully
support the brand in its industry.

When taking the linguistic factors of the brand name into consideration, this study reveals that
it is of utmost importance that nothing should be allowed to prevent the consumer from being
able to pronounce the brand name in the home market, especially when the brand is
competing in the everyday goods industry. It is also beneficial for the brand name to be able
to function in foreign markets. However, even if the brand name is wrongly pronounced or

40
 FINDINGS AND IMPLICATIONS

unfamiliar, this is not considered to be a major problem, as the advantages of keeping the
original brand name in certain foreign markets adds to the product’s appeal. It was found that
a foreign market has accepted a brand name where an authentic, but interesting and exotic
image has proved to be valuable for the brand.

For the brand name to be pleasing when read or heard, as well as short, simple and modern is
judged to be of little importance in this study. Although, we have found that it is essential for
the brand name to be directly associated to something positive, so as to increase appeal and
through this communication enhance familiarity and recognition for the brand to the
consumer. Yet, having a brand name that is simple does apparently has some consequence, as
an uncomplicated brand name is one that consumers can easily understand and memorize.
Furthermore, this is deemed vital for a brand name, in order to effectively communicate to the
consumer and is of fundamental importance for the selection of a brand name, with what the
brand represents and how it relates to the customer. For this reason, to posses a timely brand
name is therefore crucial, in order to be able to communicate with all customers, despite
which generation they belong to.

We would like to make the following specific conclusions regarding the first research
question:

• Geographical brand names are more likely to create recognition and familiarity for a
brand by taking advantage of its distinctive location and positive associations.

• The combination of words in a brand name is more likely to specifically communicate

the benefits of the brand and the product to the consumer.

• A brand name is expected to successfully compete in today’s volatile business

environment if it is both registered and unique.

• An easily pronounceable brand name is beneficial for a brand to successfully compete

in an everyday goods industry.

• An unfamiliar brand name is capable of operating in a foreign market if it is deemed

as authentic, interesting and exotic.

• The association and the meaning of a brand name are considered to be more important
than how it is formed or said.

• A timely brand name is of greater value for a brand as it is always possible to

communicate to all consumers.

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 FINDINGS AND IMPLICATIONS

6.2 HOW CAN THE LOGO BE DESCRIBED?

The logo is a great asset that represents a communicational investment made by an

organization. When taking into consideration the recognition aspect of a brand, the logo has
proved to be of great significance and can be employed to both sales promotion and to
strengthen marketing campaigns for a brand. It was also affirmed that the requested image
which a brand wants to project to its audience through its logo does indeed take a long time to
build, and that a successful image enhances brand identity. Our findings indicate that the
thought of shedding the logo’s image is not always considered perceivable for the company,
by acknowledging that the logo has a huge effect for the brand. This was due to the fact of
how established the logo was and by appreciating how long it takes to create a logo’s image.

This study reveals that a clear brand identity is recognized as important and that the
characteristics featured in the logo design are essential. These elements communicate the
meaning of the logo to the consumer and that this affect helps to add recognition and
familiarity to the brand, implying that a logo can develop a strong brand image, although the
message communicated through the logo design must be consistent. The importance of the
brand’s identity and image can also be enhanced by the implementation of a brand policy, so
as to ensure that the desired qualities of the brand are fully understood and appreciated
internally, before they are communicated to its audience.

Design modifications of a logo should be kept to a minimal, in order for a brand to maintain
recognition and familiarity. This is a very important factor because the brand’s credibility is at
stake, in particular if the brand has operated in an industry for a number of years. However, a
company must not be afraid to make the necessary alterations, so as to make a detail clearer or
to emphasize the brand identity, like adding a brand name to the logo or making the brand
name easier to read. Yet, the company must remain focused to the brand’s needs. Theory
states that content modifications can be made to a logo to highlight a new strategy, whereas
style modifications can be made in order to update a logo. This investigation revealed that for
an organization to which the logo has always been extremely significant to the brand, the
content for the logo was specifically chosen, thus, the message chosen to communicate to its
audience has never been under threat. Therefore only certain style elements have been
updated, in order to reinforce the concept of the brand and preserve this consistent and
successful communication.

To not apply the latest trends when designing/modifying a logo is strongly recommended, as
this can have an undesirable effect for the brand. In particular in regard to the industry an
organization operates in and what product the brand offers to its consumers. For a brand that
operates in a traditional branch, as well as having a product which is a staple food, our
findings show that to apply the latest logo trends to enhance the brand would send the wrong
signals to its audience. The brand’s positioning and strategy would become under question, as
the new message communicated to the market through the logo would be significantly
different to the previous one, allowing the customer to challenge the brand’s quality and
credibility. In particular if the previous message was long-term. It is also considered risky to
imitate a logo as this can lead to trademark issues and legal problems, especially if the
company must make big logo modifications.

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 FINDINGS AND IMPLICATIONS

The developing of unique criteria for a logo is regarded as very important, even if this means
internally creating a design which seems unconventional. As the logo criteria explicitly
represents the brand, giving the brand its identity and image, as well as being a means to
differentiate the brand from its competitors. This study indicates that a company that have
believed in an original branding concept based on their distinctive geographical location from
the outset and the characteristics found in their logo have had an incredible impact, which
remain a vital aspect for the recognition of the brand. This consistent message has
successfully communicated the marketing goals for the brand to the consumer for a number of
years. So even if this process employed by an organization can be more focused on the
communicational aspect to the consumer, rather than following their branding strategy, we
regard this as following the branding strategy because the company are pursuing the brand’s
communicational objectives.

The testing of logos in the marketplace, as illustrated in this study, is not very important. The
study revealed that the exposure and the results of a logo were only evaluated and reviewed
through the sales of the brand’s products. However, we must remember that the brand’s logo
in this investigation is very established. As a result, it is therefore more significant to create a
logo that is original, which represents and communicates the right image for a brand. It has
already been acknowledged that a brand and its image takes a long time to build, so this
investigation shows that to persistently believe in an image by the characteristics presented in
the logo has successfully attained brand identification, as well as brand recognition and
helped the brand to achieve medium to long run success in the marketplace. In regard to
appreciating all levels of input when designing/modifying a logo can be considered as an
important factor, however, this could lead to considering too many opinions and also losing
focus of what is considered appropriate for the brand. Relying on the other hand, on the input
of a few knowledgeable people that have the best intentions for the brand, when
designing/modifying a logo, is therefore deemed as being complimentary and adds value to
this process. In particular if the modifications needed to the logo are small.

We would like to make the following specific conclusions regarding the second research
question:

ƒ The desired image of a logo is acknowledged to take a long time to build, as this is
regarded as a communicational investment for establishing brand recognition and a
regular customer base.

ƒ In making unmotivated changes to an established logo increases the probability of

allowing the customer to be able to challenge the brand’s quality and credibility.

ƒ The developing of unique criteria for a logo has a greater impact to enhance brand
identification, brand recognition and brand image, as the featured characteristics
reflect the desired communicational objectives.

ƒ An established logo is more likely to maintain brand recognition and familiarity by

employing minimal and careful modifications.

43
 FINDINGS AND IMPLICATIONS

ƒ Small style modifications are acknowledged to be beneficial to an established logo, in

order for the design to be kept up-to-date.

ƒ An internally designed logo can lead to greater brand identity, as well as brand
recognition and competitive advantage.

ƒ An established and easily recognized logo is less likely to be tested due to its medium
to long run success in the market place.

6.3 IMPLICATIONS

The final part of this chapter will present our implications to practitioners, theory and for
future research within the research area of how the brand name and the logo can be described,
as well as corporate visual identity.

6.3.1 Implications for practitioners

Implications to practitioners are regarded as proposals and suggestions to managers supported

by our data and findings. The following implications are established by the empirical data,
data analysis and conclusions highlighted in this study.

ƒ The brand name should be associated to and represent something positive, so as to

appeal to the consumer, in order to develop brand identification, brand recognition
and brand image.

ƒ To build a brand identity with consistent communication through the brand name
and the logo is favourable for the brand’s image and distinctiveness.

ƒ When thinking about creating a logo it is important to communicate the right

brand identity.

ƒ To be able to compete in today’s business environment make sure that the brand
name is registered and unique.

ƒ A timely brand name has the benefit of communicating to all customers.

ƒ It is important to follow the communicational goals of the branding strategy when

thinking about changing or modifying a logo so as to maintain recognition and
familiarity.

ƒ Organizations must take into consideration that the success of a logo takes a long
time to build and requires significant investments.

ƒ An organization can employ a logo with the brand name featured within the design
to help strengthen corporate visual identity and to communicate a consistent
branding strategy.

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 FINDINGS AND IMPLICATIONS

ƒ The implementing of a brand policy helps to enhance the proposed identity and
image for the brand, as the company is internally committed to the brand’s
qualities.

6.3.2 Implications for theory

The purpose of this study is to provide a better understanding of how the brand name and the
logo are developed in corporate visual identity. We have done this by exploring literature
concerning branding and the importance of corporate visual identity, in order for an
organization to effectively communicate to the desired audience. We described the most
relevant aspects of these phenomena by reviewing literature surrounding the brand name and
the logo and by employing a conceptual framework. This framework regarding the brand
naming criteria and the recommended guidelines for logos supported us in our data collection.
The collected empirical data was then analyzed in comparison to the theories presented in the
conceptual framework. Finally, we begin to explain these two elements of corporate visual
identity by highlighting our findings and drawing conclusions enabling us to answer the two
research questions of how the brand name and the logo can be described. However, future
research is necessary in developing and understanding these phenomena.

6.3.3 Implications for further research

The topic regarding the brand name and the logo are extremely relevant in today’s business
environment and in conducting this study we discovered some interesting aspects that could
be taken into consideration for future research.

ƒ To investigate the other three elements of corporate visual identity, typography,

slogans and colours for the brand Polarbröd.

ƒ To collect data from a company that has a relatively new brand name and logo.

ƒ Whether the brand name criteria is different for another industry.

ƒ To collect data from a company that has made big modifications to their logo, in
particular content.

ƒ To collect data from a company that tests their logo in the market place.

ƒ To collect data from a company that has employed a designer to create their logo.

ƒ To investigate the five elements of corporate visual identity of a brand in another

industry.

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 FINDINGS AND IMPLICATIONS

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APPENDICES
APPENDIX A: INTERVIEW GUIDE – ENGLISH

THE BRAND NAME:

Introduction: In general, what can you say about the brand name?
How important is the brand name to the company?

The Marketing Component

1. How is the brand name suggestive of product benefits?

2. How is the brand name promotable? What is persuasive about the brand name?
3. How is the brand name suited to company packaging?
4. How does the brand name fit with company image and other products’ image?

The Legal Component

1. Is the brand name legally registered? Why?

2. How is the brand name unique in relation to competitors?

The Linguistic Component

ƒ Phonetic requirements

1. How important is it to be able to easily pronounce the brand name?

2. How important is it for the brand name to be pleasing when read or heard?
3. How important is it for the brand name to be pronounceable in only one way for
exporting reasons?

ƒ Morphological requirements

1. How important is it for a brand name to be short and simple?

ƒ Semantic requirements

1. How important is it to have a positive brand name that is not offensive, obscene or
negative?
2. How important is it to have a modern brand name?
How important is it for the brand name to be timely?
3. How important is it for the brand name to be understandable?
How important is it for the brand name to be memorable?

Conclusion: Do you have anything that you would like to add about the brand name?
THE LOGO:

Introduction: In general, what can say about the brand’s logo?

How important is the logo for the brand?

Choose the image carefully, as it has a profound impact.

1. How does the logo represent communicational investment?

2. How long did take to build the logo’s image?
3. How long would it take to shed the logo’s image?

Look at the big picture, and ensure consistency over time between the various elements.

1. How does the logo provide brand identity?

2. What does the logo’s meaning communicate to the consumer?
What affect has the logo to the consumer?
3. How does the logo create a strong brand image?

Be careful about what you can and cannot change.

1. How is maintaining recognition important when changing/modifying a logo?

2. How is maintaining familiarity important when changing/modifying a logo?
3. Are minimal design modifications vital when changing/modifying a logo? Why?

Don’t go with the flavour of the month.

1. Is it undesirable to pursue the latest logo trends when creating/modifying a logo? Why?
2. How does applying the latest logo trends affect the brand’s positioning when
creating/modifying a logo?
How does applying the latest logo trends affect the branding strategy when
creating/modifying a logo?
3. How can the application of the latest logo trends cause trademark issues?

Be systematic and objective.

1. How does the design/modification of a logo follow the branding strategy?

2. How important is it to develop unique criteria when designing/modifying a logo?
3. How does the logo have specific marketing communicational goals?

Test logos in the market place.

1. How is the exposure evaluated for designing/modifying a logo?

How are results reviewed for designing/modifying a logo?
2. Is it important to appreciate all levels of input when designing/modifying a logo? Why?
How does appreciating all levels of input compliment the designing/modifying of a logo?
How does appreciating all levels of input add value to the designing/modifying of a logo?
3. How can medium to long run market success be attained for a logo?

Conclusion: Do you have anything else that you would like to add about the logo?
APPENDIX B: INTERVIEW GUIDE – SWEDISH

VARUMÄRKETS NAMN:

Introduktion: Allmänt, vad kan ni säga om varumärkets namn?

Hur viktigt är varumärkets namn för företaget?

Marknadskomponenter

1. Hur antyder varumärkets namn om produktens fördelar?

2. Hur är varumärkets namn fördelaktigt i marknadsföring?
Vad är övertygande med varumärkets namn?
3. Hur är varumärkets namn passande till företagets förpackningar?
4. Hur passar varumärkets namn till företagets image och andra produkters image?

Rättsliga komponenter

1. Är varumärkets namn registrerade? Varför?

2. Hur är varumärkets namn unikt gentemot konkurrenterna?

Lingvistiska komponenter

ƒ Fonetiska Krav

1. Hur viktigt är det att lätt kunna uttala varumärkets namn?

2. Hur viktigt är det att varumärkets namn är behagligt att läsa eller höra?
3. Hur viktigt är det att varumärkets namn endast kan uttalas på ett sätt när det gäller export?

ƒ Morfologiska Krav

1. Hur viktigt är det att varumärkets namn är kort eller enkelt?

ƒ Semantiska Krav

1. Hur viktigt är det att ha ett positivt varumärkesnamn som inte är negativt, obscent eller
förolämpande?
2. Hur viktigt är det att ha ett modernt namn på varumärket?
Hur viktigt är det att ha ett tidlöst namn på varumärket?
3. Hur viktigt är det att varumärkets namn är förståeligt?
Hur viktigt är det att namnet är minnesvärt?

Avslutning: Finns det någonting att du vill tillägga om varumärkets namn?

LOGON:

Introduktion: Allmänt, vad kan ni säga om varumärkets logo?

Hur viktigt är logon för varumärket?

Välj image med försiktighet för den har en djupgående påverkan

1. Hur representerar logon kommunikativa investeringar?

2. Hur länge tog det att bygga upp logons image?
3. Hur länge skulle det ta att förlora logons image?

Se till den stora bilden och försäkra kontinuitet genom tiden mellan olika element

1. Hur bidrar logon till varumärkets identiteten?

2. Vad förmedlar logons mening till konsumenten?
Vilken effekt har logon på konsumenten?
3. Hur skapar logon en stark märkes image?

Var försiktigt med vad du kan och inte kan förändra

1. Hur viktigt är det att bibehålla igenkännligheten när man ändra/modifierar en logo?
2. Hur viktigt är det att bibehålla förtroligheten när man ändra/modifierar en logo?
3. Är små design modifikationer viktiga när man ändra/modifierar en logo? Varför?

Följ inte den senaste trenden

1. Är det icke önskvärt att följa de senaste trenderna när man skapa/modifierar en logo?
Varför?
2. Hur påverkar användandet av de senaste logotrenderna varumärkets position när man
skapar/modifierar en logo?
Hur påverkar användandet av de senaste logotrenderna varumärkets strategi när man
skapar/modifierar en logo?
3. Hur kan användandet av de senaste logotrenderna orsaka problem for varumärket?

Var systematisk och objektiv

1. Hur följer design/modifikation av en logo varumärkets strategi?

2. Hur viktigt är det att utveckla unika kriterier när man designar/modifierar en logo?
3. Hur har en logo specifika kommunikativa marknadsmål?

Testa logon på marknaden

1. Hur utvärderas exponeringen när man designar/modifierar en logo?

Hur granskas resultaten när man designar/modifierar en logo?
2. Är det viktigt att uppskatta all input när man designar/modifierar en logo? Varför?
Hur komplimenterar all uppskattad input vid design/modifiering av en logo?
Hur ökar all uppskattad input värdet vid design/modifiering av en logo?
3. Hur kan medel till lång marknadssuccé nås för en logo?

Avslutning: Finns det någonting att du vill tillägga om logon?

 APPENDIX C: INTERVIEW REQUEST

Datum: Wed, 12 Apr 2006 11:57:24 +0200

Från: Karin Bodin <karin.bodin@polarbrod.se>
Till: nadsil-3@student.ltu.se
Ärende: SV: info
Ni kan kontakta mig för intervju efterpåsk. Jag finns på nedanstående
nummer

Vänliga hälsningar
Karin Jonsson Bodin, informationschef Polarbröd / VD Polinova

07XX XX XX XX

----Ursprungligt meddelande-----
Från: nadsil-3@student.ltu.se [mailto:nadsil-3@student.ltu.se]
Skickat: on 2006-04-12 11:13
Till: Karin Bodin
Ämne: info

Hej!

Vi är ett par studenter från Luleå Tekniska Universitet. Vi håller just

nu på att skriva vår C-uppsats i den Internationella Ekonomi Programmet.
Vi skriver om "namn och logos" betydelsen för varumärken. Vi tyckte att
Polarbröd kunde vara ett intressant företag att titta på, och undrar om
det skulle gå att kontakta någon person, för en intervju. Det skulle vara
jättebra och spännande att kunna göra det.

Skulle du kunna säga till oss om det är möjligt att göra detta.

Tack och varma hälsningar

Nadihezda Silva-Rojas
Stephen Roast
APPENDIX D: ORIGINAL POLARBRÖD EMBLEM

Source: Polarbröd.se