2019 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 |
PASKEVICIUS A. 千葉大学, 国際教養学部, 准教授 (60795508)
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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 |
During the Branding and Logo Personality Cass, together with six students, the research was done to compare brands and logos of the following five companies: Toyota, ANA, Fujitsu, Canon and Panasonic. Brand Personality Scale and online questionnaire was used to collect answers form 90 Chiba University students. The hypothesis -There will be differences in brand personality between the brand (represented by collages) and logo of the brand - was confirmed by results. The results changed differently depending on each brands: Well aligned in case of Canon, Homogeneous differences in case of Fujitsu and Panasonic and Uneven differences in case of ANA and Toyota.
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| Current Status of Research Progress |
Current Status of Research Progress
3: Progress in research has been slightly delayed.
Reason
The further research right before the Tokyo 2020 is needed.
The prepared questionnaires should be improved and limitation should be removed.
Limitation of Collage: the chosen advertisements can bias the perception of participants about those brands.
Solution: try to unify the brand personality collages with the advertisements of Tokyo 2020 Olympics and Paralympic Games to minimize the gap of advertisement strategy. And all brands should have the same target, making the comparison less biased between them.
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| Strategy for Future Research Activity |
The plan is to prepare a research report for publication and presentation.
The next stage is to repeat the same research, when the selected brands are more exposed before the Tokyo 2020 and compare this new result with the previous one. Unfortunately, but the postponement of Olympic and Paralympic Games (as a result is less visible brands) may affect the results.
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| Causes of Carryover |
It was no reason to spend funds. All research expenses were postponed to 2020.
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