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Exploring the Relationships Between Colour and International Branding: A Cross Cultural Comparison of the UK and Taiwan

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Abstract:

Non-verbal cues have taken on an increasingly prominent role in international brand strategy as companies strive to reach consumers on a deeper psychological level. This paper explores the relationships between colour and international branding in a cross-cultural context. Throughout a series of semi-structured focus group discussions the findings indicate that while perceptions of colour are in fact very similar across cultures, perceptions of international brands are often very different. Colour is found to be a useful and powerful tool in the creation of international brand identity and awareness, but to play only a very small, supporting role in the development of international brand image. These concepts are discussed with reference to the literature on the subject and conclusions are generated in the form of hypotheses.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725798784867581

Publication date: October 1, 1998

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