Perception of Brand and Logo Personalities of Japanese Companies in the Context of Tokyo 2020

2020 Fiscal Year Research-status Report

• Project/Area Number: 18K11947
• Research Institution: Chiba University
• Principal Investigator: PASKEVICIUS A. 千葉大学, 大学院国際学術研究院, 准教授 (60795508)
• Project Period (FY): 2018-04-01 – 2022-03-31
• Keywords: Brand Personality / Logo Personality / Brand Personality Scale / Tokyo 2020 / Olympic and Paralympic / Sponsors

Outline of Annual Research Achievements

An improved questionnaire (based on Brand Personality Scale) was used to collect data about the perception of brand and logo personalities of Toyota, Panasonic, Canon, Fujitsu, All Nippon Airways, Japan Airlines and Mitsubishi Electric, which have signed sponsorship contracts for the Tokyo 2020. The limitation of this stage was that results were calculated based on approx. 50 collected questionnaires. It was revealed how companies’ logos correspond to their brands and how companies’ brands correspond to Tokyo 2020 image. Further research with more collected data is needed.

Current Status of Research Progress

4: Progress in research has been delayed.

Reason

The plan was to collect more data about the perception of logos and brands of sponsor companies before and during the Tokyo 2020. Due to the fact that Olympic and Paralympic Games were postponed (as a result was less visible brands), all data collection process was stopped till the beginning of Games in summer of 2021.

Strategy for Future Research Activity

The next stage is to collect data when the selected brands are more exposed before and during the Tokyo 2020.
The final stage is to prepare a research report for publication or (if possible) for the poster presentation.

Causes of Carryover

The plan is to pay for the publications in journals or online conferences.