African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4156

Full Length Research Paper

The role of logos in brand personality of organizations

Martin Gyambrah
  • Martin Gyambrah
  • University of Applied Management, Germany (Ghana Campus), P.O. Box kw 2560, Accra-Ghana.
  • Google Scholar
Sherry, Y. Hammond
  • Sherry, Y. Hammond
  • University of Applied Management, Germany (Ghana Campus), P.O. Box kw 2560, Accra-Ghana.
  • Google Scholar

  •  Received: 21 November 2016
  •  Accepted: 30 May 2017
  •  Published: 28 July 2017


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.