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

2021 Fiscal Year Annual Research 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

Outline of Annual Research Achievements

Before and after the Tokyo 2020, several online questionnaires based on Brand Personality Scale were used to collect all data about the brands and logos of the following seven selected companies: Toyota, Panasonic, Canon, Fujitsu, All Nippon Airways, Japan Airlines, and Mitsubishi Electric.
The results revealed how brands and logos of sponsor companies were perceived compared to Tokyo 2020 and how each company's logo and brand corresponded to each other.
Teaching material for the brand and logo personality class was prepared based on research findings. It has become a foundation for students studying various Japanese brands.
The final results of this research are suitable for a presentation about logo design at the design conference and another conference on global higher education in Japan.