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Improve Brand Image by Designing Typeface for Bean-to-Bar Chocolate Brand in the Philippines

為了解決Elegant font free的問題，作者Chris Anthony Torregosa 這樣論述：

Branding has taken the forefront of marketing in different industries (Kotler & Keller, 2012) because it represents what a product or service means to consumers (Kotler & Armstrong, 2018). Logotype, the typeface used in a brand logo and one of the elements of branding, is considered to be a crucial

element (Doyle & Bottomley, 2004) because it can reinforce a message and influence perception of quality & value (Tantillo, Lorenzo‐Aiss, & Mathisen, 1995) which further influences purchase intention. Unfortunately, when designing a logotype, immense volume of typefaces is available online in the c

urrent age of technology which, by ratio, will make it easier to choose a wrong typeface for a brand as compared to getting it right. This poses a huge risk in extending ambiguous message and misrepresentation of brand especially that firms usually gravitate towards finding a typeface than designing

a new custom typeface from scratch. The aim of this paper is to identify if designing a new typeface in a logotype will improve brand image as compared to simply choosing a common typeface by Semantic Differential scale using bean-to-bar chocolate brand as an example. The results showed that when m

easuring the individual brand image of logotype, no statistical significance was seen. On the other hand, dollar metric measure which compared the new and common typefaces side-by-side showed that majority of the respondents are willing to pay more for the brand with the new typefaces. With willingn

ess-to-pay a premium price a potential precedent of brand purchase and an indicator of high perceived quality, value and uniqueness (Netemeyer, Krishnan, Pullig, Wang, Yagci, Dean & Wirth 2004) the results indirectly showed that designing a new custom typeface for a brand is a possible precursor on

improving brand image.