Development and empirical application of a tool for testing, diagnosing and providing a creative input to corporate communication

Tore Kristensen, Gorm Gabrielsen, Flemming Hansen and Jens Halling

This article describes a procedure for testing corporate designs in all their aspects (logos, letter heads, colours, shop fronts etc.).
  

Development and empirical application of a tool for testing, diagnosing and providing a creative input to corporate communication

Tore Kristensen, Gorm Gabrielsen, Flemming Hansen and Jens HallingCopenhagen Business School

INTRODUCTION

The need for pre-testing corporate designs is evident. Often these programs have been launched with a minimum of tests. The tests most frequently used are qualitative and partial. They focus on one issue, e.g. the corporate, an ad or a product. Comprehensive tests are not common. We therefore aim at developing such a test that should be robust and easy to...

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