22 Mar Brand signature
Brand signature is an original, distinctive design based on the brand personality and identity that is carried across all brand communications. It comprises the essential communication, distinctiveness, and enduring features of a brand, which can reﬂect a brand’s image and reputation (Henderson and Cote, 1998; Melewar and Saunders, 1998) globally. A brand signature can be an eﬃcient management tool to orchestrate the desired features that an organization wishes to convey to its stakeholders, speciﬁc in global market. A brand signature can add value for stakeholders and should clearly connect the name and logo of the organization it represents in the global marketplace (Foroudi et al., 2014; Henderson and Cote, 1998). Brand signature management requires an understanding of company identity in terms of the name and logo as a root of corporate identity and visual identity.
Brand signature is important as a means for companies to distinguish themselves from competitors. A brand signature enables companies and brands to build image with stakeholders (Henderson and Cote, 1998), which adds value to their organisational reputation (Olins, 1989). A brand signature may be the ﬁrst impression a consumer has of a company and can come to represent the corporate image. Ac- cording to Henderson and Cote (1998) and Van Riel and Van den Ban (2001), the brand signature is signiﬁcant for decision-makers. Inter- national corporate decision-makers should seek to increase favorable attitudes toward the organization by designing and adjusting communication activities (Dacin and Brown, 2002). The notion of brand sig- nature is grounded in various subjects. For a long time, brand logo was used interchangeably with corporate image and identity (Bernstein, 1986; Olins, 1989; Van Riel and Balmer, 1997).
Brand signature can be the major tool for transmitting consistent knowledge and reputation to an audience. It can promote long-term favorable brand awareness, attitude, reputation, and internal/external communication properties of a brand signature can inﬂuence individual understanding and interpretation (Van Riel and Van den Ban, 2001). An attribute that is perceived as satisfying can be regarded as favorable and can result in positive attitudes toward a brand signature which increase hotel brand performance.
Brand signature are ubiquitous in the marketplace, and the average consumer encounters a multitude on any given day (Foroudi et al., 2014, 2016, 2017; Hagtvedt, 2011). The main elements of the brand signature are those factors that predict, strengthen or weaken perceived brand awareness, attitude, reputation, and performance. Businesses use communication to increase their signiﬁcance as a product diﬀerentiator (Hatch and Schultz, 2001; Henderson and Cote, 1998; Olins, 1989; Van Riel and Van den Ban, 2001) through the elements of the brand sig- nature which are i) corporate name (Leitch and Motion, 1999) and ii) brand logo. The three main components of brand logo are i) typeface (Henderson et al., 2004), ii) design (Alessandri, 2001), and iii) color (Bottomley and Doyle, 2006).
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