1.

INTRODUCTION
The ever changing market structure and high competition of global economy has made the role
of brand so important. Brand marketers always tend to find the ways in which they can improve
their brand, launch new products and at the same time minimize the risk of product failure.
A popular way of launching new products is now to add advantage the equity of already
established successful brand into a new sector, market or product category this is called brand
extension. Seems tempting, but introducing a new product into market is full of risk. Some
estimate that 30-35% of all the new products fail (Montoya Weiss and Calantone 1994; Booz,
Alen and Hamilton 1982) while others (eg Crawford 1977) are even more pessimistic, citing that
only two out of ten new launches succeed.
Due to factors such as high advertising cost and increasing competition for shelf space, it has
become more difficult to succeed with new products (Aaker 1991 1996). An increasing popular
approach to reducing risk when launching new products is to follow a brand extension strategy.
This is followed in as many as eight out of ten new product launches (Ourosoff, Ozanian, Brown
and Store 1992). The most popular ways to achieve this is to put a new product in another
category under the name of an existing brand (Foxctal, 2001). Brand extension today is
considered to be an important strategic tool to reinvigorate and resuscitate an already existing
brand. Success of brand extension depends upon many factors which includes strength of parent
brand personality.
Our research proposes to study distinct brand personality of proposed brand- Garnier through its
corporate visual identity elements Name, Logo and Colour. The aim of this research is to
assess the influence of these CVI elements (name, logo & colour) in developing a brand
personality. The focus of this research is to outline a holistic view of corporate visual identity
(CVI) and its influence on brand personality and provide some understandings for practical
managers on how to build effective CVI techniques.
Brand extensions and Brand Personality based on corporate visual identity - the focus of our
research, are attractive to firms that face the reality of high new product failure rates because
they provide a way to take advantage of brand name recognition and image to enter new market.
Managers assume they can exploit the equity of a well-known brand when entering new markets,
capitalizing on recognition, good will and any positive association. According to Keller &
Sanjay (2003), one of the most significant advantages of a strong brand is the fact that it makes it
easier for consumer to accept brand extensions.

2. LITERATURE REVIEW
A corporate visual identity (CVI) consists of a name, a symbol and/or logo, typography,
colour, a slogan and very often additional graphical elements. The logo or corporate symbol
has the potential to express organizational characteristics. The corporate logo has various
elements of design which are important including the shape, image, style and size, as well as the
colour(s) used. Visual equity is the value derived from visual form, that is the look and feel of
the brand. It contributes towards brand recognition, enabling a brand to stand out on the
supermarket shelf. It also helps to communicate a brands desired image (Keller, 1998). Visual
identity elements are sometimes referred to as the silent salesperson as it exerts persuasive
power at a subliminal level. Therefore, it is necessary to address the need to examine how people
perceive the colour, design and meaning of logos to examine how these affect the identity of the
organization (Henderson and Cote, 1998).
Brand Personality
Customer and brand has a kind of relationship which is like the relationship between two people.
This relationship can be friendly and two partners act as close friends or just some kind of fun
friends just comfortable to be around (Rajagopal, 2006). Brand personality is a strategic tool and
a metaphor that can help brand strategists to understand peoples perceptions of brand and
differentiated brand identity and in the end creates brand equity (Aaker, 1996). Consumers
assign personality characteristics to brands via inferences based on observations of brand
behavior and brand behavior is attached to what happens in everyday situations (Allen and
Olson, 1995). Brand personality is a consumers perception and experience of the brand identity
(Plummer, 2000) in the psychological form of personality. Brand personality is defined as an
individuals perception (imagination) of the personality a particular brand possesses. A
favourable brand personality is thought to increase consumer preference and usage (Sirgy, 1982),
increase emotions in consumers (Biel, 1993), increase levels of trust and loyalty (Fournier,
1998), encourage active processing on the part of the consumer (Biel, 1992), and provide a basis
for product differentiation (Aaker, 1996).
Based on the human personality model (big five) Aaker (1997) found a new five dimensional
model in the context of brands, and named it the Brand Personality Scale (BPS). This Brand
Personality Scale (BPS) comprises the five dimensions of brand personality divided into fifteen
facets to provide texture and descriptive insight regarding the nature and structure of the
dimensions.

Figure 1: Brand Personality Scale

3. RESEARCH OBJECTIVE
The aim of this research is to assess the influence of CVI elements (name, logo & colour) in
developing a brand personality.

4. CONCEPTUAL MODEL

Figure 2: Conceptual Framework

Figure 3: Detailed Conceptual Framework

5. HYPOTHESIS
RESEARCH QUESTIONS

HYPOTHESIS

RQ1: Can a brand name H1a: Brand personality trait ,

contribute in developing a sincerity has a significant
relationship with brand namebrand personality?
Garnier .
H1b: Brand personality trait ,
sophistication has a significant
relationship with brand nameGarnier.
H1c: Brand personality trait ,
excitement has a significant
relationship with brand nameGarnier.
H1d: Brand personality trait ,
ruggedness has a significant
relationship with brand nameGarnier.
H1e: Brand personality trait ,
competence has a significant
relationship with brand nameGarnier.
RQ2: Can a brand logo H2a: Brand personality trait ,
contribute in developing a sincerity has a significant
relationship with brand logo of
brand personality?
Garnier .
H2b: Brand personality trait ,
sophistication has a significant
relationship with brand logo of
Garnier .
H2c: Brand personality trait ,
excitement has a significant
relationship with brand logo of
Garnier .
H2d: Brand personality trait ,
ruggedness has a significant
relationship with brand logo of
6

VARIABLES

1. Competence: Intelligent,
2.
3.

4.
5.

Successful, Reliable
Sophistication:
Upper
class, Charming
Excitement:
Daring,
Imaginative, Up-to-date,
Spirited
Ruggedness: Outdoorsy,
Tough
Sincerity:
Wholesome,
Down-to-Earth,
Honest,
Cheerful

(Dependent Variables)

Garnier .
H2e: Brand personality trait,
competence has a significant
relationship with brand logo of
Garnier .
RQ3: Do brand colour H3: The brand colour Green has a
relationship
with
contribute in developing a significant
personality trait, ruggedness.
brand personality?
Table 1: Research Questions, Hypothesis and Variables Explained

6. RESEARCH METHODOLOGY
6.1 RESEARCH DESIGN:
The research design used would be Descriptive Design. Survey research method (Questionnaire)
would be used for research design.

6.2 SAMPLING PROCEDURE:

Sampling Unit

: Garnier Users

Sample Size

: 106

Extent

: Chandigarh, Panchkula & Mohali (TricityArea)

Sampling Technique

: Non probability Judgmental Sampling

Data Collection Method : Self Administered Questionnaire

6.3 DATA COLLECTION:

The questionnaire contains a series of questions to assess the influence of CVI elements (name,
logo & colour) in developing a brand personality.

Construct/
Variables

Type of Scale

Brand Name

5-point
scale

Likert

anchored by
(1)Strongly
disagree
(5)
Strongly
agree

Brand Logo

5-point
scale

Likert

anchored by
(1)Strongly
disagree
(5)
Strongly
agree

Brand Color

5-point
scale

Likert

anchored by
(1)Strongly
disagree
(5)
Strongly
agree

Items

Adapted From

1) Brand names association Aaker, J. L. (1997)

with competence
Dimensions of brand
personality, Journal of
2) Brand names association Marketing
Research,
with sophistication
Vol. 24, pp. 347
3) Brand names association 356.confusion. is (28)
Cattel, R. B. (1945)
with excitement
The description of
4) Brand names association personality: Principles
with ruggedness
and findings in a factor
analysis,
American
5) Brand names association
Journal of Psychology,
with sincerity
Vol. 58, pp. 5990
6) Brand logos association Aaker, J. L. (1997)
with competence
Dimensions of brand
personality, Journal of
7) Brand logos association Marketing
Research,
with sophistication
Vol. 24, pp. 347
8) Brand logos association 356.confusion. is (28)
Cattel, R. B. (1945)
with excitement
The description of
9) Brand logos association personality: Principles
with ruggedness
and findings in a factor
analysis,
American
10) Brand logos association
Journal of Psychology,
with sincerity
Vol. 58, pp. 5990
11) Green is associated with Clarke and Costall
ruggedness
(2008)
and
Hynes
(2009) Developing
Brand
Personality
Through
Colour
Construct

A
Conceptual
Investigation

Table 2: Variables, Scale used and Items

9

6.4 DATA ANALYSIS

Hypothesis

Data Analysis Tools

Part
Questionnaire

H1a: Brand name is positively

associated with personality trait
Competence.
H1b: Brand name is positively
associated with personality trait
Sophistication.
H1c: Brand name is positively
associated with personality trait
Excitement
H1d: Brand name is positively Factor Analysis and Section - A
associated with personality trait Regression Analysis
Sincerity.
H1e: Brand name is positively
associated with personality trait
Ruggedness.
H2a: Brand logo is positively
associated with personality trait
Competence.
H2b: Brand logo is positively
associated with personality trait
Sophistication.
H2c: Brand logo is positively
associated with personality trait Factor Analysis and Section A
Excitement
Regression Analysis
H2d: Brand logo is positively
associated with personality trait
Sincerity.
H2e: Brand logo is positively
associated with personality trait
Ruggedness.
H3a: Brand Color is positively
associated with personality trait Factor Analysis and Section A
Ruggedness.
Regression Analysis

Table 3: Data Analysis Table

10

7. DATA ANALYSIS AND FINDINGS

7.1 FACTOR ANALYSIS
Brand Name
Two tests, the KMO statistic for sampling adequacy and Bartlett's test of sphericity, as
shown in Table 4, were undertaken to test whether factor analysis would be appropriate for
this study. The KMO measure value is 0.629, which is greater than alpha value (level of
significance) = 0.5, so there is relationship among variables. In addition, per the Bartlett's
test of sphericity, the p-value is 0.000, which is less than the alpha of 0.001, again proving
that there is a relationship among variables and the number of variables can be reduced to
form factors/components.
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy
Bartlett's
Test
of
Sphericity
approx. chi-square
df
Sig.

0.629
378.630
105
.000

Table 4: KMO and Bartletts Test: Brand Name

Factor Analysis was performed on the data set to reduce the number of dimensions in
order to identify the brand personality of the various brands that have been used in this study.
The 5 statements were subjected to factor analysis using principal component analysis. Table 5
contains the initial eigen values and proportions of variance explained by each factor. Two
factors have been extracted; those two factors explain 64.5% of the variance in the model.
Component

Initial Eigen Value

Total

Rotational Sum of Squared

Loadings
Cumulative Total %Variance Cumulative

%Variance
1
2.991
39.357
39.357
2
1.036
27.261
67.532
3
0.644
14.562
83.87
4
0.559
10.782
94.34
5
0.321
5.672
100.00
Table 5: Total variance Explained: Brand Name

11

2.091
1.035

37.357
26.897

37.357
64.532

Table 6 presents the results of the principal components factor analysis (rotated component
matrix) using a varimax rotation on the 5 statements. The initial solutions were rotated using
the varimax procedure, and factors with eigenvalues greater than 1 were retained. There
were 2 factors with eigenvalues greater than 1, and these factors were retained for further
study. These factors collectively account for 64.5% of the variation in the data.
Table 7 contains the coefficients to express the standardised variables in terms of the factors.
From the table, it is evident that Factor 1 is loaded with two variables, including competence,
with a coefficient of 0.739; and sophistication, with a coefficient of 0.8972 while Factor 2 is
loaded with 3 of the 5 variables (i.e., the absolute value of the factor loading is greater than 0.5).
These variables include excitement, with a coefficient of 0.656; ruggedness, with a coefficient of
0.887; and sincereity, with a coefficient of 0.786.
Component
1
Competence
0.739
Sophistication
0.897
Excitement
-0.058
Sincerity
-0.122
Ruggedness
0.143
Table 6: Rotated Component Matrix: Brand Name

Factor 1
Competence
Sophistication

Factor 2
Excitement
Sincereity
Ruggedness

Table 7: Factor Table: Brand Name

12

2
0.235
-0.124
0.656
0.786
0.887

Brand Logo
Two tests, the KMO statistic for sampling adequacy and Bartlett's test of sphericity, as
shown in Table 8, were undertaken to test whether factor analysis would be appropriate for
this study. The KMO measure value is 0.598, which is greater than alpha value (level of
significance) = 0.5, so there is relationship among variables. In addition, per the Bartlett's
test of sphericity, the p-value is 0.000, which is less than the alpha of 0.001, again proving
that there is a relationship among variables and the number of variables can be reduced to
form factors/components.
Kaiser-Meyer-Olkin
Measure
of
Sampling Adequacy
Bartlett's
Test
of
Sphericity
approx. chi-square
Df
Sig.

0.598
273.953
105
0.000

Table 8: KMO and Bartlett's test: Brand Logo

Factor Analysis was performed on the data set to reduce the number of dimensions in
order to identify the brand personality of the various brands that have been used in this study.
The 5 statements were subjected to factor analysis using principal component analysis. Table 9
contains the initial eigenvalues and proportions of variance explained by each factor. Two factors
have been extracted; those two factors explain 61.1% % of the variance in the model.
Component

Initial Eigen Value

Rotational Sum of Squared

Loadings
Total
%Variance Cumulative Total %Variance Cumulative
1
2.991
36.357
36.357
2.091
37.357
34.397
2
1.036
27.261
63.532
1.035
26.897
61.53
3
0.644
18.562
82.87
4
0.559
10.782
93.34
5
0.321
6.672
100.00
Table 9: Total variance Explained: Brand Logo
Table 10 presents the results of the principal components factor analysis (rotated component
matrix) using a varimax rotation on the 5 statements. The initial solutions were rotated using
the varimax procedure, and factors with eigenvalues greater than 1 were retained. There
were 2 factors with eigenvalues greater than 1, and these factors were retained for further
study. These factors collectively account for 61.53% of the variation in the data.

13

Table 11 contains the coefficients to express the standardised variables in terms of the factors.
From the table, it is evident that Factor 1 is loaded with 3 of the 5 variables (i.e., the absolute
value of the factor loading is greater than 0.5). These variables include excitement, with a
coefficient of 0.748; sophistication, with a coefficient of 0.706; and competence, with a
coefficient of 0.585. Likewise, Factor 2 is loaded with two variables, including sincerity, with a
coefficient of 0.729; and ruggedness with a coefficient of 0.576.
Component
1
Competence
0.585
Sophistication
0.706
Excitement
0.748
Sincerity
-0.243
Ruggedness
0.351
Table 10: Rotated Component Matrix: Brand Logo

Factor 1
Competence
Sophistication
Excitement
Table 11: Factor Table: Brand Logo

2
-0.231
-0.198
0.009
0.729
0.576

Factor 2
Sincereity
Ruggedness

Brand Color
Since there was single item (Ruggedness) used on study for this construct. Hence, Factor
Analysis was not implied on it.

14

7.2 Correlation
Dependent
Variable

Parameter

Brand
Personality

Pearson
Correlatio .482
n
Sig.
(2.789
tailed)
N

Independent variables
Factor
1 Factor
(Brand
(Brand
Name)
Name)

167

2 Factor
(Brand
Logo)

1 Factor
(Brand
Logo)

2 Color

.515

.464

.051

.542

.000

.000

.510

.000

167

167

167

167

Table12: Correlation table

This table gives the correlations between our dependent variable which is brand personality and
all our independent variables respectively. The variables with significance value more than 0.05
are insignificant. Hence , Factor 1 (Brand Name) , Factor 2 (Brand Logo) and Color is significant
for determining Brand Personality .

15

7.3 Regression
Model

Unstandardized Coefficients

Standardized
Coefficients

Std. Error

Beta

(Constant)

.156

.445

Factor
Name)

.929

.112

(Constant)

.169

.429

Factor
Name)

1(Brand

.685

.127

Factor
Logo)

2(Brand

.239

.065

(Constant)

-.016

.435

Factor
Name)

1(Brand

.538

.144

Factor
Logo)

2(Brand

.214
.215

Color

1(Brand

Sig.

.351

.726

8.295

.000

.393

.695

.400

5.409

.000

.273

3.694

.000

-.037

.970

.314

3.730

.000

.065

.245

3.293

.001

.105

.164

2.043

.043

.542

Table 13: Regression Table

This table gives us the regression equation. It tells us the coefficients of our independent
variables in the model which are brand name, brand logo and color .The coefficients for our three
independent variables brand name, brand logo and color are significant as sig value is less than
0.05. The coefficient for constant is insignificant as it has sig value of 0.97 which is greater than
0.05. thus we do not consider it in our model equation.
Thus, our equation becomes:Brand Personality = 0.538(Brand Name) + 0.514(Brand Logo) + 0.215(Color)

16

8. MANAGERIAL IMPLICATIONS
From a practical standpoint, the findings offer important implications for the development of
branding strategies. In today's competitive climate, creating and managing an appropriate brand
personality has become vital for effective positioning and differentiation. In addition, brand
personality has a strong effect on brand attitude, brand preference, brand loyalty and brand
relationship strength. The Brand Name and Brand Logo should be carefully selected to develop
brand personality. Also the color significantly impacts brand personality. The existing use of
color, logo and name for Garnier Brand have positive impact on costumers.

9.FUTURE RESEARCH
An avenue for future research may be to investigate the antecedents and consequences of the
different brand personality dimensions. There also exists substantial scope to conduct further
research in the Indian context.. Further studies could also aim to understand the relationship
between a brand and the Indian consumer by identifying the brand preferences of consumers
based on personality types.

10. CONCLUSION
It is widely suggested that a variety of marketing variables help create the personality of a brand .
This study identifies the impact of color, logo and name on the personality of a. These brand
personalities can help in developing the emotional aspects of these brands for consumers by
providing depth, feelings and liking and thus provide that much-needed texture and depth to the
relationship between brand and consumer . Brand personalities can definitely be used as a tool by
marketers to target consumers and build relationships with them , and when expressed properly
through marketing communication, brand personality positively affects a consumer's attitude
towards a brand.

11. LIMITATIONS

The study was conducted in a short period of time.

The study was restricted to Chandigarh only.
The purview of this study is limited by the small size of sample.
As it was academic study cost was a constraint.
As the research conducted was implied on FMCG goods, the research would have shown
different response had it been applied to any other industry.

17

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