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ABSTRACT
This study provides a theoretically and empirically validated approach to measuring the strength of color as a brand-identity element. The authors conducted a split sample test with 880 consumers across three categories: banking, chocolate, and hair care. Comparing four measurement approaches helped determine the effect of cuing with the brand versus color (cue direction) and prompting with response sets versus not prompting (difficulty of response). The key comparison measures were the number of people who linked the brand with color (fame) and the relative presence of competitor links (uniqueness). The color-cued, unprompted brand response measure is the recommended approach.
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Vol 54 Issue 3
