Corporate logos : case studies describing how two companies decide upon corporate logos

The purpose of this thesis is to gain a better understanding of how companies proceed when selecting a corporate logo. In the thesis we have attempted to describe the different objectives that companies have with their logo, the selection process of a logo and also the benefits of a corporate logo. To be able to reach the purpose of this thesis we have conducted case studies on two companies, Telia and Lulebo. Our research showed that the most common objective with a corporate logo is to create recognition of the company. Regarding the selection process our research shows that the process is not systematically thought out, but companies do go through a certain set of stages that are similar between the companies. Moreover the research shows that the buying center in the logo selection process consists of five roles that are held by individuals with high positions in the company. Concerning the benefits of a corporate logo, our research revealed that companies perceive that a logo can bring a number of benefits to the company.Validerat; 20101217 (root