Do you see who we are? Communicating brand personality via current logo and slogan of Republic of Moldova

Detta är en Master-uppsats från IT-universitetet i Göteborg/Tillämpad informationsteknologi

Sammanfattning: This study examines brand personality of Moldova which is communicatedvia logo and slogan by applying Aakers brand personality dimensions. Atomicmodel is applied in order to analyse the brand components and their relationsin communicative perspective. Survey designed for this thesis aimedto answer which brand personality dimensions can be identified in logo andslogan as tangible elements of the brand and the which personality dimensionsshould be reflected in nation (intangible element) according to localpeople of Moldova.Results show that only one personality trait - friendliness - can be identifiedas existing in all the components. The local people of Moldova consideredthe nation to be sincere and the logo seem to communicate thesame personality dimension. However, slogan communicates excitement asthe most important personality dimension and thus does not reveal the intangiblecomponent identified by the local people. Only the dimension ofcompetence seemed to be present in all three components and ranked atthe same second place. Further analysis should be conducted which wouldpresent with more precise results.

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