The Logo and Brand Personality Connect:An Exploratory Study on Local Brands inVadodara City of Gujarat

Abstract

The importance of branding has increased in recent decades due to the ever-growing flow of information, advertising and social media. This research is an exploratory study which traces usages of brand personality of the product/service in the logo making process, and tries to understand the logo making process from an advertising agency’s point of view and what exactly does the client brief state for making of a logo. Within the set of brand elements, the logo is perhaps, after the brand name, the most important and stable carrier of a brand’s image. Human personality characteristics can be transferred to a brand, which then creates a brand personality. Local advertising personnel in Vadodara were interviewed in order to understand the usage of brand personality in the logo making process. Upon analysis and interpretation of the data collected, the researchers found out that brand personality is not a widely used terminology when it comes to local brands, but it surely finds a way into the logo making process.