Principals of Marketing
Chapter 5 Page166 1. Choose one of the following companies. What colors does it use predominantly in its logo or packaging? How do these colors affect the perception of its products?
Answer: The color which L.L BEAN usespredominantly in its logo and packaging is green. Green symbolizesnature, freshness, health, andlife. It is the most restful and comfortable color.L.L BEAN is an outside door sports brand company. Their targeting customers are the people who love outside sports and prefer to close the nature. Thegreen color logo and packaging can make customerseasily associate to nature, and feel very close to nature so that they can get a closely linked from theirbrand to nature, and easily memorize the brand, and what kind of product they sold.In addition, those people who want or need to purchase outside sports items also easilyrecall L.L BEAN’s brand and products thus facilitate final purchase behavior.

2. Should a global firm like McDonald’s or General Mills change the colors of its logo or packaging depending on the country in which it is marketing? Why or why not? How might this affect consumer attitudes toward the company and its products?
Answer:I think a global firm should not change the colors for theirlogos. As a global firm, logo representsits unique enterprise culture and brand.The unified logo is necessary because itnot only protects the brand and prevents counterfeits, but it also helps company build their unified brand image in order to improve the popularity of an enterprise in costumers. As the packaging, I think global firmsshould be in line with local market preference. It can make customer get intimacy from the produces.For example, McDonald’s change its packaging into red color when the LunarNew Year comes in china because red means jubilation for Chinese.

Principals of Marketing
Chapter 9 Page306-307