Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Session: 2014-2018
Govt. Post Graduate Islamia College for Women, Cooper Road Lahore
Acknowledgement
All praises to Almighty Allah, who bestowed us with courage and spirit to complete this task. And respect is
for Holy Prophet Muhammad (PBUH) whose life is model guidance and knowledge for entire humanity
The accomplishment of this research project would not have been possible without the dedication,
inventiveness and guidance provided by a number of people all through the study.
First and foremost I want to express my appreciation to my Teacher; Miss Amna Shahzadi for the
academic guidance she accorded me in every stage of this research project. The wealth of knowledge in
academic writing attained through this collaboration is precious.
I also want to thank my good friends for proof reading this research. It is never easy to go through pages of
such writing in a field we are not familiar to. However as friends they made this happen while providing
positive feedback.
Finally to my family for their continuous encouragement and support without which I would not have been
able to concentrate and complete this research. I would also like to express my gratitude to my parents, for
their love and for their patience over my mistakes. I don't even remember a time when they were not there
when I am needed them. In short I am and what am i, is just because of them. I am also greatful to my sisters
and brothers for their moral support during this period.
Thanks you
Dedication
This research project has been moderately satisfying and delightful to conduct. However this would not have
been possible without the encouragement and sacrifices of time made available to myself by my family. I
therefore dedicate this research project to my whole family.
I also dedicate this research to my mother who taught me at a very tender age to always aim higher in my
academic searches. This research is an important innovation in this journey. To my mother also for the
discipline that came in convenient in keeping with the constricted timelines for this study.
Lastly to my loving friends for their encouragements and feedbacks. May the completion of this study be an
inspiration to you to strive for success in all that you do in your life.
ABSTRACT
The purpose of this study was to analyze the use of company logos in corporate identity systems and their
contribution to corporate image. Logos-or trademarks-identify and differentiate companies and their
products, services Or ideas, While logos tell about a company's personality, they cannot work in a vacuum--
logos communicate along with other components of a corporate identity system. The researcher conducted a
survey study to measure consumers' attitudes toward company logos and the image contribution of the logo.
This study seeks to present an understanding of the background and results of corporate logo and places
interest to the impact of the corporate logo on corporate image. The principle of the study is to study the
independent and joint effects of corporate logo elements on consumers’ perception of the corporate image. It
seeks to contribute to academic literature and managerial practice in three ways. Firstly, this research
considers the role of corporate logo elements in logo design. Secondly, it examines the joint effect of
corporate logo elements along with independent effects on consumers’ perception. Thirdly, it focuses on
managerially related, corporate-related perception outcomes. This planned research is the first attempt to
investigate how corporate logos influence stakeholders’ corporate image perceptions. The outcome of
corporate logo assessment and corporate image are examined between those stakeholders’ strongly loyal to a
corporate entity against those weakly loyal to it. As stakeholders become attached to a corporate entity, the
corporate logos become more meaningful and help to connect them to the corporation. Corporate logo and
its elements help to raise the attachment between stakeholders and corporation to create an image in the
perception.
Keywords:
Corporate logo, corporate image, corporate communication, corporate culture, corporate advertising.
Table of Contents
1:- INTRODUCTION
1. Introduction
1.1. Problem Statement
1.2. Importance of the study
1.3. Research Question
1.4. Research Objectives
1.5. Definition of Key Term
1.5.1. Corporate Logo
1.5.2. Corporate Image
2. LITERATURE REVIEW
2.1. Background
3. THEORATICAL FRAMEWORK
3.1. Corporate Image depends on corporate logo
3.2. Hypothesis
4. METHODOLOGY
4.1. Research Methodology
4.2. Research Design
4.2.1. Purpose of Study
4.2.1.1. Exploratory Study
4.2.1.2. Descriptive Study
4.2.1.3. Inferential Study
4.2.2. Types of Investigation
4.2.2.1. Causal relationship
4.2.2.2. Correlation
4.2.3. Extent of Researcher Interference
4.2.3.1. Minimal Interference
References
Appendix
Chapter 1
Introduction
1. INTRODUCTION:
This study pursues to give an understanding of prior reasons and results of corporate logo and
emphasize the influence of the corporate logo on the corporate image. The main purpose of this
study is to interrogate the self-reliant and collective outcome of the corporate logo elements on the
consumer's wisdom of the corporate image. This study pursue that it can be pitch in academic
literature and managerial practice by three ways. First of all, it looks at the role of corporate logo
elements in corporate logo design. After that, it also interrogates the collective outcomes of the
corporate logo elements and the self-reliant outcomes on the consumer's wisdom. Lastly, the study
based on managerially applicable corporate related insights results. This study is the first stab to
explore how corporate logos impact on the wisdom of corporate stakeholders about corporate image.
The results of corporate logo assessment are grilled between two types of stakeholders. First one are
those who are ruggedly prosecute to corporate design. Secondly, are those stakeholders who are
invalidly prosecuting to the corporate design? The corporate logos become more helpful and
meaningful to fix the corporation stakeholders when the stakeholders remain affected with the
corporate design. To enhance the devotedness between stakeholders and corporation, corporate logo
and its element are helpful in the creation of an image in their wisdom.
In the last fifty years , marketers and practitioners have made massive pace in the plot of corporate
logo and corporate design self sufficiently. However , there is quiet narrow compassionate between
corporate logo and corporate image. A logo is an important asset of the firms , because firms spend a
lot f time and money to promote them with the hope of achieving company's goals and attracting
their customers. A corporate logo can serve as a beneficial advantage to a corporate ' s reputation.
Therefore, a logo should be chosen with a lot of care and intention and must also be communicate to
the market by selecting from the number of designs with the help of a committee , a chief executive
and a marketing manager. Corporate logo plays an important role in attracting the stakeholders and a
public towards corporation. The corporate image is also a reputation of the firm with the various
audiences that are important to it. Melewar and Saunders (1999) explains that organizations use
design as a meaning of describing the powers and characteristics of the firm.
Corporate logo explain the image of a firm. It also represent their goals. A corporate logo can be
conduct productively if its stakeholders place the company in an applicable rank. There are seven
different types of images for a company that different authors perceive differently. These images are
the following :
The corporate image
The foundation image
The product image
The brand image
The verbose image
The customer claim image
This study however , is based on corporate image, that is an image which is interlink with the
corporate logo and corporate image that the managers of the organization wants to be perceived by
its stakeholders about the organization. (Dutton et al, 1994).
Literature Review
2- LITERATURE REVIEW :
2.1- Background:
The study shows the effects of corporate logo on the corporate image. A thorough literature review
showed that company logos provide as essential communications equipment. They stand as a main
element of corporate personality and provider to corporate image. However, the study found that
many logos divert from consumers' perceptions of a company. The uniqueness of corporate culture
and its mechanism are the background to and main drivers of crafty a corporate logo. Different
studies show the crash of national culture on corporate marketing actions.
Corporate culture elements like , corporate attitude, corporate worth, corporate task, corporate rule,
corporate procedure, corporate olden times, organizer of the company and country of foundation.
According to scholars view, logo as an advanced level of generalization consisting of corporate
culture and one of the most appealing elements of the offered culture, is the company’s corporate
logo. Furthermore, with tough image, corporate logos should be used successfully to demand to a
large number of cultures in the aggressive market. However, the assessment of corporate logo
designs from corner to corner different cultures and the matter of how culture affects logo design has
received small consideration. Taken from accessible findings, the first research proposal included
into our structure is as follow:
proposal 1: Corporate traditions would positively or negatively persuade corporate logo design.
proposal 1a: Corporate attitude would positively or negatively persuade corporate logo design.
proposal 1b: Corporate worth would positively or negatively manipulate corporate logo design.
proposal 1c: Corporate task would positively or negatively pressure corporate logo design.
proposal 1d: Corporate rule would positively or negatively control corporate logo design.
proposal 1e: Corporate procedure would positively or negatively manipulate corporate logo design.
proposal 1f: Corporate record would positively or negatively persuade corporate logo design.
proposal 1g: Country of foundation would positively or negatively persuade corporate logo design.
proposal 1h: organizer of the company would positively or negatively manipulate corporate logo
design.
Corporate image as a result in the planned abstract structure initially, marketing text focuses on
customers and corporate image shows values, attitudes, replication and relations held by customers
and a corporate image could draw investors, workers and also improve sales through customer
happiness and soundness. Attitudes stimulating the image process contain product value, corporate
viewpoint, workers, corporate name, corporate logo, publicity and workers emerge. Therefore, the
key aspect is the force of corporate image that the stakeholders practice from the firm. . The present
day logo is plain, flexible, changeable to any type of media and really built to last for their brand.
( Days of Yore - 1800: Logo Habilis-) Going up above non-branded companies in the early days of
yore. The earliest logos were nothing more than a unique mark, symbol or honest brand to mark who
the maker of the product was. (1800-1900: Logo Erectus ) Complex logos mutating in all shapes and
sizes. In the Victorian era the logo started to become more complex, and the early stages of the first
brands were recognized by business owners like John Cadbury. Although a logo seldom had
anything similar from one to the next separately from the company name. (1900-1930: Logo
Antecessor ) The predecessor of the modern logo. Trade marking begins in deep. It was in the early
1900s that the associates of the modern logo were born, and it is during this time that you start to see
logos and corporate identities being trade marked for the first time. (1930-1980: Logo Rhodesiensis )
Strong ideas, figure out the brand . The graphic design giants like Paul Rand , Milton Glaser and
Alan Fletcher revolutionized the art of logo design and developed the principles of plainness that
most designers still work by.( 1980- present day: Logo Sapiens ) Modern day logos of the brand era.
The modern day logo is simple, flexible, adjustable to any kind of media and truly built to last for
their brand. Corporate logo as one of the key essential basics of corporate image identity building
method (Melewar and Saunders, 1998) is the essential gather in this study. Corporate logo is a
mixture of detailed and style elements gripped from word to image (Olins, 2003) to classify the
corporate. Corporate logos consist of elements, such as shade, language and style. Corporate logo
refers to the detailed design that a company uses, with or without its brand name, to be familiar with
itself or its products to target audiences (Henderson and Cote, 1998). Alongside with Henderson and
Cote’s (1998) confidence, corporate logos are responsible, exclusive signal for an organization and
should create the strongest reason of alertness to pick out and process recognition more quickly. In
addition, it serves as a feasible benefit and provides an organization with way of raising status (Olins,
1989).
Initially, marketing literature focuses on customers and corporate image represents beliefs, attitudes,
impressions and associations held by customers and a corporate image could attract investors,
employees (Dowling, 1986) and also increase sales through
customer satisfaction and loyalty. Attitudes motivating the image process include product quality,
corporate philosophy, employees, corporate name, corporate logo, advertising and staff approach
(Abratt and Mofokeng, 2001). Accordingly, the key factor is the influence of corporate image that
the stakeholders experience from the firm (Dowling, 1986). Corporate image created by corporate
identity (Gray and Balmer, 1998), is dependent on communication through the organization
(Kennedy, 1977) and can vary within different geographical marketplaces or in the same market
(Dowling, 1986). Corporate image is related to tangible and intangible characteristics, (Kennedy,
1977) for instance, the functional characteristics, physical characteristics and emotional
characteristics of the firm (Plummer, 1984). Moreover, it consists of functional quality and emotional
attributes (Martineau, 1958). Corporate image in a service organization includes attributes, functional
consequences and representative meaning (Padgett and Allen, 1997). Corporate logo influences a
company’s visual and verbal communications and has external influences. The assessment of
educational style informs that the concepts of corporate logo and corporate image have tired the
concern of authors. It also indicates that the two disciplines have been addressed individually of one
another. Therefore, there is no hint from the analysis of text that there is any connection between
these two disciplines. As a result, an effort will be made in this study to create the relationship
between these two disciplines.
Chapter 3
Theoretical Framework
3- THEORATICAL FRAMEWORK :
Corporate Corporate
Logo image
Independent Dependent
Variable Variable
3.2- Hypothesis :
Ho ; There is a relationship between corporate logo and the corporate image.
H1 ; There is no relationship between corporate logo and the corporate image.
Chapter 4
Research Methodology
4-METHODOLOGY:
4.1- Research Methodology:
The procedure used to gather information and data for the reason of making decisions. The method
may contain periodical research, interviews, surveys and other research techniques, and could
comprise both present and past information. For example, the research methodology enabled the
team to arrange their hard work into one solid and theoretical product idea production mission for us.
( Business Dictionary )
My study is based on exploration as not too much data is available at hand and I have no information
as how this study issues have been solved in past by others, it is descriptive as it describe the features
of the dependent and independent variables of the interest under study, it is also based on hypothesis
testing as I will conclude it through the testing of hypothesis by applying different statistical tests.
4.2.2-Types Of Investigation:
There are two forms of investigation:
I- Causal Relationship
II- Correlations
4.2.2.2- correlation:
When the researcher is concerned in describe the important variables connected with the problems
the study is called co-relational study.
The type of investigation of my study is causal relationship as well as correlation. As in my study I
want to describe the cause of independent variable (corporate logo) on the dependent variable
(corporate image) and the relationship between dependent and independent variables.
4.2.6.1- Population:
Population refers to the whole group of people, events, or things of interest the researcher wants to
explore. The target population for this research is all the sectors of the Punjab economy for data
relating to corporate logo and corporate image.
4.2.6.2- Sample:
The courier part of the population is called sample. The sampling frame was based on time series
annual data of the independent and dependent variables. This sampled based on available data for
corporate logo and corporate image. The sample is Lahore city from the whole Punjab. The
research is conducted from all the colleges of Lahore.
Figure 2
Figure 3
Figure 4
5.2- Descriptive Analysis:
Table 1
5.2.1- Descriptive Summary:
Question 1 2 3 4 5 6 7 8 9 10
N Valid 50 50 50 50 50 50 50 50 50 50
Missing 0 0 0 0 0 0 0 0 0 0
Mean 3.2200 3.3200 3.1800 2.9000 2.7800 2.9400 2.6200 3.4200 2.9200 3.3600
Median 4.0000 3.0000 3.0000 3.0000 3.0000 3.0000 2.0000 4.0000 3.0000 3.0000
Mode 4.00 4.00 4.00 3.00 2.00 3.00 1.00 4.00 4.00 3.00
Std. Deviation 1.38932 .89077 1.27279 1.29756 1.16567 1.23569 1.46928 1.32619 1.14000 1.30556
Variance 1.930 .793 1.620 1.684 1.359 1.527 2.159 1.759 1.300 1.704
Range 4.00 3.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00 4.00
Reliability Statistics
Cranach's Cranach's N of items
Alpha Alpha Based
On Standardized
Items
.469 .466 10
Cranach's Alpha is a Reliability Coefficient. Cranach's Alpha should be 0.7. But, in my research study
Cranach's Alpha is 0.5 after round off the values.
5.4- Correlation Analysis:
Correlation shows significance. Value of Pearson Correlation should be in between +1 to -1 to judge
the relation.
1 2 3 4 5 6 7 8 9 10
1 1
2 .321 1
3 .277 .311 1
6.2- Conclusion:
From this research we conclude that that the influence of corporate logo on corporate image is
unimportant in Punjab. We also reminder that the relationship between the two variables is confident
hence we conclude that an improvement in the logos can enhance the the organization image though
the influence is weak. However other research procedures can be applied in future researches to see
if this conclusion is constant.
6.3- Limitations:
While this thesis focuses on the topics of company logos, identity and image, several other related
concentrations can come to mired. In the effort to keep on focused, the following information was
not included in the thesis study and research:
1) Throughout the literature, it is dearly stated that a logo is not the only component of a corporate
identity system. Olins said that everything the organization does-including its products, building, and
communication materials--must be an "affirmation of its identity." This thesis will not explore these
other components nor offer suggestions, information or examples of how important they are to the
identity systems It is limited to a discussion on how the logo works as an identifier and contributes to
image, among these components.
2) It is very important for companies to research the response that their logo evokes. "The foundation
of the behavioral sciences concerns itself with the study of the outward and visible symbols. It
follows then that graphic designers should familiarize themselves with the findings of psychologists
and zoologists." Most logos could be classified as symbols-something that represents or suggests
another thing. The Swiss psychologist Carl Jung asserted that symbols have an ancient deeply rooted
and powerful meaning. However, this thesis does not discuss semi logy or semiotics, which
"examines the correspondence between signs and symbols and their role in the assignment of
meaning." In addition, this thesis does not review the psychology behind using various elements of a
logo-color, typeface and graphics.
3) Advertisements usually illustrate meaning to consumers through certain signs or symbols. For
example, a cigarette ad showing a couple standing in clear blue water would perhaps associate that
brand of cigarettes with such ideas as sex, freshness, coolness -or paradise. This is referred to as
"product symbolism"--what a product or brand means to consumers and what they experience in
purchasing and using it. This kind of discussion goes beyond this discovery of a logo's contribution
to corporate image.
4) Many consumer package-goods companies use product packaging to communicate with
consumers and create an impression of the brand and the company.40 While the product is an
important part of corporate
identity, this thesis does not discuss treatment of the logo in product package design. For example, in
1991 Pepsi products appeared with a new logo and package design. The new logo ran the word
"Pepsi' vertically along cans and horizontally along bottles. One reason for the change was to make
Pepsi easily recognizable on the store shelf.
5) Finally, research for this thesis concentrated on the realm of corporate identity and image in the
United States. The researcher did not explore how logos can be tailored for international identity and
image considerations. Companies have to be concerned with the scope of their business
communications and products in other countries because the meaning of logos and images may not
be the same as they are in America.
6.4- Recommendations:
Several other studies might show how a company logo contributes to corporate image. However, a
general study like the thesis survey and Logo Value Survey does not account for such factors as an
individual's preconceived opinions about a company, a company's target audience, the saturation of
the logo in the marketplace and the length of lime that a logo has been used. The surveys also does
not account for the contribution of collateral marketing efforts such as point-of-purchase, advertising,
sales promotion and public relations. For future studies, a focus panel can help pinpoint hew people
feel about certain companies when they view the logo. Panel participants could be asked what they
think a certain logo conveys. They can be asked to identify icons company logos without the
company name--to see how well they recognize a company's identifier.
Another study similar to the thesis survey could test the use of color by presenting one group with
company logos in full color and another group with the same logos in black and white. The 1992
Logo Value Survey showed that color was a "big contributor to how a logo affected perceptions." If
other researchers desire to replicate the thesis survey, they should use a larger variety of logo style
types--typographic, descriptive or abstract--instead of mostly typographic styles such as those
presented in the thesis survey, This could perhaps show which types are better contributors to
corporate image.
Another study could test classic logos such as Ford, Kellogg's and Goodyear versus newer logos to
see whether logo longevity affects people's perceptions of a company. Den eve noted that some
designers feel a corporate identity system should be designed to last only a decade. While a number
of logo studies could be conducted in general, companies should conduct their own research to
ensure that their logo 'reflects the company's identity and helps to mold its image in a positive way."
Enter an organization's public relations department to the picture, Since public relations practitioners
are concerned with corporate-image building, it makes sense that they control the logo's
development, application and implementation. However, if public relations practitioners analyze the
results of the thesis survey and Logo Value Survey, they may wonder about the value of their
company logo. Often company logos will come under review when a change of management occurs,
or the chief executive officer tires of the logo. It's up to the public relations specialist to step in and
talk about how the current logo helps project the company's identity and contributes to the corporate
image. The public relations person should know if there is a match or mismatch between a company's
identity, logo and its public image.
References:
Adler, E. W. (1993). Everymnes guide to sulccessfl publications Berkeley, CA:
Feachpit.
Argyle, M. (1975). Bodily commnrncatHin. New York: International Universities.
Austin, M. J., & Brumfield, L. (1991). P&G's run-in with the devil. BDuiness ad
sodet Reeview. 16-19.
Baird, R, N., McDonald, D., Pitftan, R. K., & Turnbull, A. T. (1993). IE1
graphics of ornimmucatiion. Philadelphia: -arcourt Brace Jovanovich.
Dear Sir/Madam,
I am the student of Govt. Post Graduate Islamia College for Women, Cooper Road Lahore, I am
conducting research on The role of corporate Logo and i assure you that your information will be kept
personal. This survey is conducted to obtain information that will help my research on “The Role Of
Corporate Logo” and I also wanted to identify the wants and needs of organization’s employees.
Demographics:
Name: _______________________ Age: _____________Qualifications: ______________
Gender: _____________Marital Status: _____________