Measuring the Strength of Color Brand-Name Links: The Comparative Efficacy of Measurement Approaches

This study provides a theoretically and empirically validated approach to measuring the strength of color as a brand-identity element.

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

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