Exploring the Role of Colours in Positioning Luxury Brands

Abstract

Colour is one of the most widely used visual elements in products and brand identity. It enables differentiating products from competitors and also influencing moods and feelings, both positively and negatively. Therefore, colour affects attitudes. Brand positioning is the art of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind. It is important for brand managers to understand the different associations between brand and colours in consumers’ perceptions of brand positioning. This study explores the role of colour in positioning luxury brands. Sample population is university students, both male and female, in Hong Kong studying in different faculties. In-depth face-to-face interviews are used to explore consumers’ concepts of luxury, as well as the relationship of colour with each luxury concept. Preliminary results of the findings from in-depth interviews will be discussed in the paper..