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Conceptualizing and managing corporate logo: a qualitative study

Lookup NU author(s): Professor Suraksha Gupta



This is the authors' accepted manuscript of an article that has been published in its final definitive form by Emerald Group Publishing Ltd., 2019.

For re-use rights please refer to the publisher's terms and conditions.


© 2019, Emerald Publishing Limited.Purpose: This paper aims to examine 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 during seven in-depth interviews with UK communication/design consultancy agencies and experts, and four focus-group discussions 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 to advance a favorable corporate image and corporate reputation. Originality/value: Corporate logo has received little attention in marketing literature. This study extends current academic understanding about the role of corporate logo in strengthening the relationship between corporate image and corporate reputation. Therefore, this study makes a significant contribution toward the corporate logo, design and identity literature by developing the sphere of influence of the corporate logo and its antecedents and consequences. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company, considering the 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 a company’s corporate visual identity, and marketing decision-makers.

Publication metadata

Author(s): Foroudi P, Foroudi MM, Nguyen B, Gupta S

Publication type: Article

Publication status: Published

Journal: Qualitative Market Research

Year: 2019

Volume: 22

Issue: 3

Pages: 381-404

Online publication date: 10/06/2019

Acceptance date: 03/05/2018

Date deposited: 13/02/2020

ISSN (print): 1352-2752

Publisher: Emerald Group Publishing Ltd.


DOI: 10.1108/QMR-04-2017-0080


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