Measuring the strength of color brand-name links: the comparative efficacy of measurement approaches
Romaniuk and Nenycz-Thiel provide a validated approach to measuring the strength of colour as a brand identity element. They ran a split sample test with several hundred consumers across three categories: banking, chocolate and hair care. They compared four measurement approaches that vary the cue direction, brand or colour, and whether responses are prompted. The key measures were how many people linked the brand with a colour, which is fame, and the relative presence of competitor links, which is uniqueness. They recommend the colour-cued, unprompted brand response measure.
Romaniuk and Nenycz-Thiel provide a validated approach to measuring the strength of colour as a brand identity element. They ran a split sample test with several hundred consumers across three categories: banking, chocolate and hair care. They compared four measurement approaches that vary the cue direction, brand or colour, and whether responses are prompted. The key measures were how many people linked the brand with a colour, which is fame, and the relative presence of competitor links, which is uniqueness. They recommend the colour-cued, unprompted brand response measure.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Abstract only. https://doi.org/10.2501/JAR-54-3-313-319