Exploring Relationship between Color and International Branding A Cross Cultural Comparison Of The UK And Taiwan

Exploring Relationship between Color and International Branding A Cross Cultural Comparison Of The UK And Taiwan


Color is found to be a useful and powerful too in the creation of international brand identity and awareness.

Brand color realms of emotion perception and image. This issue effects psychology to take its place. There are lot of saying in this case.

Tucker: Emotions can be stirred by color
Woodhuysen : Whoever controls the colors control the world
As result of introduction global brands are diversify as BP green, Cadbury’s purple Kodak Yellow, Marlboro red, Silk Cut purple, Benson and hedges gold.
Brand equity is hottest issue of marketing. According to Gardner and Levy 1955 conclude that the long-term success of a brand depend of selecting a brand meaning operationalising the meaning in the form of brand image and maintaining this image over time.
International brand names are often plagued by problems of language, pronunciation meaning, memorability, cultural considerations and legalities. (Murphy,1988) and Colors can generate good feelings, positive emotions and favorable disposition towards a brand.
Warm colors environments, but, paradoxically, may find red environments unpleasant, negative and tense.
However, a third explanation that falls between the two poles has recently been proposed in an excellent paper by Hupka el al. In this the authors acknowledge that emotions may be classified as primary or compound.

Research Methods: Brand Image, Colour associations, Colour- Brand associations