Conceptualizing and managing corporate logo: a qualitative study

Purpose – This paper examines corporate logo as an effective means of communication by synthesizing knowledge from various domains to explore its relationships with corporate image and reputation.
Design/methodology/approach – The data were gathered through 7 in-depth interviews with UK communication/design consultancy agencies and experts and 4 focus groups were conducted with a total of 24 people (17 men and 7 women) to encourage a sufficient level of group interaction and discussion on corporate logo.
Findings – Findings reveal convergence in views concerning fundamental components of corporate logo among managers, employees, and consumers. The categorization described herein provides a framework to further develop corporate logo in order to advance a favorable corporate image and corporate reputation.
Originality/value – This study extends current academic understanding about role of corporate logo in strengthening relationship between corporate image and corporate reputation. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company considering perceptions of managers, employees, and consumers about its reputation and image. Implications exist for marketing scholars as well as for general and cross-functional managers involved in managing the company’s corporate visual identity and marketing decision-makers.

This is the accepted version of the manuscript "Conceptualizing and managing corporate logo: a qualitative study", published in the journal "Qualitative Market Research: An International Journal" available via the journal site at: https://doi.org/10.1108/QMR-04-2017-0080.
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