Estrategias de comunicación corporativa en las franquicias de restauración. Análisis cromático de la identidad visual

Jesús Ángel  López Ramón; Juan M.  Monserrat Gauchi

doi:10.4185/10.4185/RLCS-64-2009-824-300-314

Authors

Jesús Ángel López Ramón University of Alicante
Juan M. Monserrat Gauchi University of Alicante

DOI:

https://doi.org/10.4185/10.4185/RLCS-64-2009-824-300-314

Keywords:

corporate communication, franchising, restaurants, colour psychology, advertising

Abstract

The aim of this piece of research is to determine the interrelationships between the corporate image used by the main restaurant franchises operating in Spain and the colours used by them. Following Colour Theory and the studies on colour psychology that will be dealt with during the course of this paper, we have started with the principal hypothesis that red will be the predominant colour, together with yellow, due to the fact that these colours, because of their inherent connotations, are those best able to convey the activity and philosophy of fast food companies.

The field of Visual Corporate Identity is an extremely wide one in which various elements are at work, such as brand, logo, symbol, typography, colour, different compositions or versions of the brand and the application of the brand to different support media. This means that when it comes to the comparative analysis, this piece of research will focus on the chromatic aspect of each sample analysed as it operates in the fast food sector and the Spanish market, based on the assumption that the way in which elements such as colour are used is not arbitrary.

The methodology used in this research meant selecting a sector of activity from within the commercial system of fast food franchises and determining the samples to be analysed based on the following criteria: highest volume of invoicing and greatest number of franchises operating in Spain. To accomplish this, the authors have based their research upon qualitative methods and secondary sources. In conclusion, we have been able to demonstrate how the use of corporate identity and, more specifically, colour, is deliberate and undoubtedly forms part of, and is subordinated to, the corporate communication strategies defined by the company.

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Author Biographies

Jesús Ángel López Ramón, University of Alicante

Training: - Doctoral Studies: Diploma of Advanced Studies in the Social Welfare and Inequalities Doctoral Program, by the University of Alicante. -Bachelor in Advertising and Public Relations: University of Alicante. -Bachelor in Sociology: Specialty: Marketing and Advertising - University of Alicante.

At the University of Alicante: Professor since the 2007-08 academic year; he teaches the subjects: - Advertising Communication Strategy. - Advertising Workshop I. - Advertising Workshop II. Professional experience.

Art Director and Creative Director in various Communication Agencies in Alicante, since 1999.

Juan M. Monserrat Gauchi, University of Alicante

Training: - Doctor in Information Sciences from the Cardenal Herrera CEU University of Valencia - Thesis: “Organizational Communication Systems and processes in franchising companies: creation of an efficiency optimization model”. (2005)

-Degree in Information Sciences: Specialty: Advertising and Public Relations - Polytechnic University of Valencia - CEU San Pablo.

At the University of Alicante:

Professor since the 2001-02 academic year. He teaches the core subjects: - Analysis and Expression in Written Communication and Information, 1st Year, and - Systems and Processes in Advertising and Public Relations, 4th year, both of the Bachelor of Advertising and Public Relations.

Stays at other universities:

1- University of Playa Ancha, Valparaíso, Chile. Teaching / Research Stay. Predoctoral scholarship from the Spanish Agency for International Cooperation, AECI. Area: Organizational and Institutional Communication (3 months).

2- National School of Public Relations - Santiago de Chile and Viña del Mar. Chile Guest lecturer at both venues of the National School.

3- CEU University, Cardenal Herrera (Valencia) Teaching / Research Stay. Guest Professor, October to December 2007.

Articles and conferences: He has published articles in trade magazines and franchise websites and I have contributed to numerous trade publications. He has participated as a speaker in courses and forums on the franchise, especially on organizational communication in it. He has participated in academic conferences and has published research articles in different journals. Research Awards: National Franchise Award for the best analysis and research work. (International Franchise Fair, SIF, Feria Valencia and Spanish Association of Franchisors, AEF).

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