Melvani, Ingrid and Munawaroh, Munawaroh (2015) The Impact of Logo Design Towards Customer's Brand Image Perception: A Research of Logo Shapes and Colors in the Hotel Industry. Bachelor thesis, Swiss German University.

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Abstract

Brand image is how a brand perceived by the customer that shaped by certain attributes of the company. Corporate Visual Identity (CVI) is a visible elements of a brand, often regarded as one aspect that creates company’s image through logo or symbol. The purpose of this research was to determine the significant impact between shapes and colors used in logo design and customers’ brand perception in hotel industry. This research was done with quantitative method where the data was primarily collected through distributing the questionnaires. The data collecting process involves 100 respondents who reside in the Greater Jakarta Area. Multiple regression analysis in SPSS version 21.0 was used to analyze the data. The result of this research showed that both shapes and colors used in the logo have strong impact on how brand image perceived by the customers. Shapes of the logo influence the brand image perception with a percentage of 92.5%, while colors affect the brand image perception with a percentage of 92.4%. Based on the result, it can be concluded that applying certain shapes and colors in the logo design can help hotel industry to enhance the desired brand image and create a strong brand positioning in the market.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Logo Design; Brand Image; Shapes; Colors; Hotel Industry.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59.2 Corporate image H Social Sciences > HF Commerce > HF5823 Branding (Marketing) T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	30 Dec 2020 14:39
Last Modified:	30 Dec 2020 14:39
URI:	http://repository.sgu.ac.id/id/eprint/1662

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