Measuring the Strength of Color Brand-Name Links: The Comparative Efficacy of Measurement Approaches
Jenni Romaniuk and Magda Nenycz-Thiel
Ehrenberg-Bass Institute
Management slant
- To measure the brand linkage strength of colors, marketers should provide respondents with the color and ask which brands are linked to that color, without prompting respondents with brand names.
- Prompting for brand names encourages guessing and provides inflated assessments of brand identity strength.
- In this research, colors are tested, but marketers can use this approach to test the strength of other brand-identity elements, such as taglines or logos.
INTRODUCTION
In today’s cluttered media environment, one...