Conceptualization of the Cultural Context and Physical Dimensions of the Logo in the Top Brands of the Football Industry

Document Type : Original Article

Authors

1 Ph.D. Student in Entrepreneurship, Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran.

2 Associate Prof., Faculty of Economics and Entrepreneurship, Razi University, Kermanshah, Iran.

Abstract

Aim and Introduction: While the psychological perception of logos is influenced by various factors, including cultural origin, this topic has been extensively studied. Addressing this theoretical gap, the present research explores the concept of cultural context processing, the dimensions of a logo's physical identity, and their effects on brand equity in the English Premier League.
Methodology: In terms of purpose, this study aims to develop the concept of branding, along with the criteria and elements that contribute to brand value. It falls within the realm of development research. The data collection method employed is a library study and document collection. The selection of 51 top brands for this research is based on brand ranking, which is determined through a specialized brand franchise approach, providing a foundation for further analysis. The target population for this research encompasses all football clubs worldwide that possess an organizational structure and a logo. The classification of countries associated with each brand in the sample was conducted according to Edward Hall's cultural context framework. Subsequently, the components that constitute the physical identity of the logos—including format, background color, text color, and the symbols and shapes used—were identified. The identified logos are categorized into three types: geometric, image-based, and text-based. The background and text colors of the logos are classified into two categories: warm and cool colors. Additionally, the symbols used in most logos fall into three categories: biological, abstract, and historical. The content and items related to each research variable were validated by experts in the fields of design, painting, photography, and management. Data analysis was conducted using SPSS 22 software. A non-parametric chi-square test was employed to assess the relationship between the research variables, which include both qualitative and quantitative data.
Finding: The findings confirm a significant relationship at the 5% error level between the cultural context of the brand's origin and its symbol. Additionally, a relationship at the 0.10 level was observed concerning the color used in the logo. However, no significant relationship exists between the cultural context and other logo components. When examining the relationship between brand components and brand value, it was found that, at the 5% error level, only the logo symbol demonstrates a significant relationship with brand value, while no significant relationships were identified between other logo components and brand value.
Discussion and coclusion: The reason for selecting this number and type of brands for this research is based on brand ranking, which is determined by a specific brand franchise approach. This methodology can serve as a foundation for further review.
The target population for this research consists of all football clubs worldwide that possess an organizational structure and a logo. The classification of countries associated with each brand in the sample was conducted using Edward Hall's cultural context framework. Subsequently, the elements that constitute the physical identity of the logo—including format, background color, text color, and the symbols and shapes utilized—were identified.
The identified logos can be categorized into three types: geometric, image-based, and text-based. The background and text colors of the logos are classified into two categories: warm and cool colors. Additionally, the symbols used in most logos fall into three categories: biological, abstract, and historical. The content and items associated with each research variable were validated by experts in the fields of design, painting, photography, and management. Data analysis was conducted using SPSS 22 software. The non-parametric chi-square test was employed to assess the nature and strength of the relationships between the research variables, which encompass both qualitative and quantitative data. In summary, it can be asserted that the cultural origins served as the foundation for the development of the symbols used in the club logo. Therefore, it can be described as an "organic logo" that was created and has existed since the brand's inception. On the other hand, the findings indicate that there is insufficient evidence to assert that the cultural context influenced color choice. This issue may stem from the likelihood that the estimated physiological effects of color, along with considerations of aesthetics, harmony, and other factors, are deemed more significant than psychological and perceptual effects.

Keywords

References

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Commercial Strategies
Volume 20, Issue 21
September 2023
Pages 117-134

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