Abstract
The purpose of the study was to examine the role of logos in brand image of banking institutions, and to examine whether consumers are influenced in anyway by the logos that banks use as part of their corporate branding. A stratified sampling was used to select 50 respondents. Questionnaires were administered to customers from Ghana Commercial Bank, Merchant Bank Ghana Limited, Standard Chartered Bank (Ghana) Limited and Barclays Bank Ghana Limited to solicit data. The major findings from the study revealed that logos play a very important role in brand image of a bank and helps communicate and share their frame of thought. The brand influenced customers' choice, feeling and behaviour because the brand met their preferences. Logos or brands in today's banking industry to some extent necessitate customers' patronage of a particular bank. Thus, companies benefits from a competitive advantage by properly branding and registering their brand which gives customers a feeling of quality and safety as far as the brand is concerned. Symbols or Logos and brands influence customer feelings, behaviors and choices. Recommendations made include: management of banks should allocate more funds to its branding activities. Corporate Affairs Managers of banks need to organized monthly or quarterly mystery shopping to seek customer feedback on the brand image of their banks. Key words: Brand, personality, logo, personality, organization.
Highlights
Logos can be termed as symbols, emblems or designs that are used by organizations as unique identifiers. Herskovitz and Crystal (2010) argues that logos serve as the official visual representation of a company and send thousands of information of an organization to outsiders beyond what firms can think of.The role logos play within organizations cannot be overemphasized despite the seemingly not so loud nature logos carry as compared to other assets organizations have at their disposal
Logos have been identified to have an enormous effect on the overall perception stakeholders will have about the organizations
Firms spend a lot of resources in building good brand image
Summary
Logos can be termed as symbols, emblems or designs that are used by organizations as unique identifiers. Herskovitz and Crystal (2010) argues that logos serve as the official visual representation of a company and send thousands of information of an organization to outsiders beyond what firms can think of.The role logos play within organizations cannot be overemphasized despite the seemingly not so loud nature logos carry as compared to other assets organizations have at their disposal. Logos can be termed as symbols, emblems or designs that are used by organizations as unique identifiers. Herskovitz and Crystal (2010) argues that logos serve as the official visual representation of a company and send thousands of information of an organization to outsiders beyond what firms can think of. Some individuals and/or organizations pick such symbols/logos without considering the effect it will have on the image and performance of the organization. A brand was usually seen as merely a way of marketing, and firms did not really care about the impression they leave in the minds of consumers. In recent times there has been a need to personalize brands in order to create a connection between the brand and its consumer, the term "brand Image". Brands have been chosen because they have a logo that exhibit
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