Associated Press, 2009
http://www.nbcnews.com/id/34111784/ns/business-us_business/t/mcdonalds-rolling-out-green-logo-europe/#.VnLiGUX-COk
"With this new appearance we want to clarify our responsibility for the preservation of natural resources. In the future we will put an even larger focus on that," Hoger Beek, vice chairman of McDonald's Germany, said in the statement.
Branding – why red & yellow is used by the fast food industry
Karen Haller, 2011
http://karenhaller.co.uk/blog/branding-why-red-yellow-is-used-by-the-fast-food-industry/
When you think of red & yellow do any brands come to mind?… I’m guessing you thought of a fast food brand. That is because they predominantly used red and yellow? This isn’t by accident. The feelings, the mood this combination of colours emits is perfect for their target market.
Looking at the positive psychology qualities of red & yellow in relation to the fast food industry, red triggers stimulation, appetite, hunger, it attracts attention. Yellow triggers the feelings of happiness and friendliness.
When you combine red and yellow it’s about speed, quickness. In, eat and out again.
Yellow is also the most visible colour in daylight, which is why the McDonald’s M can be seen from a far distance.
The language of colour is communicated quicker to the brain than words or shapes as they work directly on our feelings and emotions.
Branding: The Past, Present, and Future: A Study of the Evolution and Future of Branding Anders Hampf & Kirsti Lindberg-Repo
https://helda.helsinki.fi/bitstream/handle/10138/26578/556_978-952-232-134-3.pdf
This challenge was accepted by Marquardt et al. (1965) when they decided to investigate this issue by focusing on an everyday product. The results revealed that consumers wanted products with a well-known brand and that only 25% of the respondents did not pay attention to the brand at all, instead considering the price as the most important factor in buying the product.
Another new concept that was explored by Cunningham (1956) in the 1950s was brand loyalty; the concept evoked much debate and became one of the biggest controversies of that time. By that time, companies had already invested large amounts in branding; the problem was scarce empirical evidence that the efforts had had any effect. Hence, even though the idea of brand loyalty had already been introduced, there was an uncertainty whether it was something worth striving for. Through his research, Cunningham revealed that household loyalty was strong and consumers were brand loyal in more than 90% of the times while purchasing household goods.
In the early 1960s, another concept was introduced that had a major influence on marketing, namely
lifestyle. The first person to discuss the use of lifestyles in branding and marketing was William Lazer. At that time, many companies still had mass communication and mass production as their main strategy; however, it was mainly in the 1970s that lifestyle marketing attracted much attention.
The Value - Brand Trust - Brand Loyalty
Kurt Matzler, Sonja Grabner-Kräuter, Sonja Bidmon
http://businessperspectives.org/journals_free/im/2006/im_en_2006_02_Matzler.pdf
“Kapferer and Laurent (1993) conceptualize consumer involvement as a multidimensional construct consisting of five determinants: (1) personal meaning and self-reference, (2) ability to provide pleasure, (3) ability to express the person’s self, (4) perceived importance of negative consequences, which means the perceived importance of purchase risk and (5) perceived probability of purchase risk. To sum up, the level of involvement indicates how important a product and the consequences of its purchase are for the individual. Hence, involvement is suggested to moderate the relationships between product value, brand trust, and brand loyalty. For example, individuals with high product or enduring involvement might perceive a greater pleasure potential of the product, and therefore the influence of hedonic value on brand trust might be more dominant than for lowly involved persons.”
“Price consciousness is a crucial factor influencing purchase behavior. Highly price-conscious consumers express lower perceptions of offer value and higher price information search intentions (Alford and Biswas, 2002). According to Alford and Bsiwas (2002) highly price conscious consumers de-rive emotional value from looking for even lower prices. They get rewarded if lower prices have been found and are proud of their “success”.”
“Sinha and Batra (1999) demonstrated that consumers are less price-conscious in buying products in categories with high-perceived risk. As loyalty is one strategy of risk reduction, price consciousness may moderate the value – brand trust – brand loyalty chain. It is assumed that price consciousness weakens the influence of hedonic value to trust and strengthens the path from trust to attitudinal and purchase loyalty.”
https://books.google.co.uk/books?id=jSjC8UUdI68C&pg=PA25&lpg=PA25&dq=aesthetics+brand+differentiation&source=bl&ots=NZmAmtAx5D&sig=P1Smidc60pqdCzE8DgbZRQAGG1w&hl=en&sa=X&ved=0ahUKEwjpiIWy_qbJAhUEthQKHTZlAysQ6AEILTAB#v=onepage&q=colour&f=false
http://brandcolors.net/
https://www.mv-research.com/images/pdfs/segment.pdf
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6364
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