Abstract

In this article the authors analyze the content, particularities and the rules of brand-coloristics as an instrument to influence a target brand’s audience. Approaches to estimating the results of brand-coloristics are proposed and attitude of different age consumer groups to its measures is found out.

Keywords: brand-coloristics, firm style, color perception, branding, marketing communications, age groups of consumers, efficiency

Cite as: Makhnusha S. & Kosolap, N. (2011). Analysis of brand-coloristics as an instrument to influence a target brand’s audience. Marketing and Management of Innovations, 2, 95-104. https://doi.org/10.21272/mmi.2011.2-10

This work is licensed under a Creative Commons Attribution 4.0 International License

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