A marca, o género e o logótipo
: uma análise exploratória

  • Marcelo Martins Pinhal (Student)

Student thesis: Master's Thesis

Abstract

Brand gender is an important brand personality dimension that predicts brand equity above and beyond other brand personality dimensions. Marketing literature suggests that brand logo design influence consumer’s perception of brand gender. This research aims to understand whether brands targeting different genders consider the different aspects on their brand logo design that the literature suggests as having influence on the brand’s gender perception. In order to investigate this issue an exploratory analysis, composed by two different studies, was carried out. The purpose of the first study was to examine the extent to which the brand logos sample replicated the different suggestions of previous studies. In the second study, several branding professionals were interviewed in order to address if brands targeting a particular genre has influence on the construction of their logos and how such influence affects it. Results from the first study indicate that brands are not taking full advantage of their logo design influence on brand gender perception. On the other hand, second study demonstrates that brands gender target is a determinant factor considered in the construction of their logo by the branding professionals. According to the results, guidelines from literature are also considered in the development of a brand logo, although just to a certain degree since logo is an integral part of a broader brand strategy.
Date of Award16 Apr 2018
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoana Machado (Supervisor)

Keywords

  • Brand personality
  • Brand gender
  • Brand equity
  • Brand logo design

Designation

  • Mestrado em Marketing

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