2018 Fiscal Year Research-status Report
Perception of Brand and Logo Personalities of Japanese Companies in the Context of Tokyo 2020
| Project/Area Number |
18K11947
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| Research Institution | Chiba University |
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Principal Investigator |
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| Project Period (FY) |
2018-04-01 – 2021-03-31
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| Keywords | Brand Personality Scale / Brand Personality / Logo Personality / Logo Design |
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| Outline of Annual Research Achievements |
Literature review related to research methodology was completed and preliminary seven well-known Japanese companies were selected from the following three sponsorship categories: World Wide Olympic Partner, Tokyo 2020 Olympic Gold Partner and Tokyo 2020 Olympic Official Partner. The Japanese version of Brand Personality Scale is selected to be used to measure brand personality and logo personality of selected companies across five core dimensions: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. These five core dimensions and their 15 factors are used for questionnaires to evaluate differences between brand and logo personalities. All questionnaires are prepared and ready for the next stage of this research.
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| Current Status of Research Progress |
Current Status of Research Progress
3: Progress in research has been slightly delayed.
Reason
The accessible advertisements and promotions in mass media of all preliminary selected seven well-known Japanese companies are not directly related to Tokyo 2020 Olympics and Paralympics. There is a need for direct advertising of these companies in the context of the Olympic and Paralympic Games. It is expected that in 2019 more advertisements and promotions will be released to the audience. Therefore, the distribution of questionnaires is postponed until later 2019 Summer or Autumn.
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| Strategy for Future Research Activity |
The preliminary selected seven well-known Japanese companies are in 3 different sponsorship categories. Therefore, the idea is to use just a few brands from the same category or select some Japanese companies based on the highest rates from global brand ranking (make a list based on favorite Japanese brand names in Japan and other countries). The plan is to make some possible changes: World Wide Olympic Partner: Toyota, Panasonic (maybe add Bridgestone); Tokyo 2020 Olympic Gold Partner: Canon, Fujitsu (drop Fujitsu and maybe add Asics); Tokyo 2020 Olympic Official Partner: ANA, Japan Airlines, Mitsubishi Electric (drop Mitsubishi Electric). Then, the collected data will be analyzed and interpreted for further reporting.
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| Causes of Carryover |
It was no reason to spend funds. There is no plans to spend funds in 2019.
All research expenses were postponed for 2020.
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