Do you see who we are? Communicating brand personality via current logo and slogan of Republic of Moldova

Abstract

This study examines brand personality of Moldova which is communicated via logo and slogan by applying Aakers brand personality dimensions. Atomic model is applied in order to analyse the brand components and their relations in communicative perspective. Survey designed for this thesis aimed to answer which brand personality dimensions can be identified in logo and slogan as tangible elements of the brand and the which personality dimensions should be reflected in nation (intangible element) according to local people of Moldova. Results show that only one personality trait - friendliness - can be identified as existing in all the components. The local people of Moldova considered the nation to be sincere and the logo seem to communicate the same personality dimension. However, slogan communicates excitement as the most important personality dimension and thus does not reveal the intangible component identified by the local people. Only the dimension of competence seemed to be present in all three components and ranked at the same second place. Further analysis should be conducted which would present with more precise results.