Colour and furniture brand identity: Exploring the strategic value of brand’s iconic colour

Abstract

This research explores the intersection of colour marketing and brand identity, focusing on the role of iconic colour in furniture branding. A comprehensive framework for crafting a furniture brand’s iconic colour was developed, and structural equation modeling was used to analyze data from three offline experiments with a total sample size of 111 subjects. The findings highlight the crucial influence of iconic colour on brand identity, revealing that both the referential meaning of hue and gender significantly impact brand perception. Contrary to conventional beliefs, variations in saturation and value are not solely detrimental; they can also enrich brand identity. The iconic colour serves as a cornerstone for ensuring consistency across internal and external brand dimensions, solidifying the brand’s core identifiers, and resonating with consumers’ minds. This research underscores the pivotal role of iconic colour in forging a coherent and distinct brand identity, offering valuable insights for marketers and brand strategists in the furniture industry and beyond.