The Impact оf Visual Identity on Brand’s Perception

Student: Vinogradov Vasilii

Supervisor: Oleg N. Kashirskikh

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2017

The research studies brand’s visual identity as a component of corporate identity in brand communications. The aim of the research is to establish the relationship between two multidimensional variables: the visual identity profile, that measures objective characteristics of brand’s visual representation, and brand’s perceived image, measured via the brand personality scale. Results suggest that the more similar visual identity profiles are the more personality traits brands have in common (r = 0,33). The same applies to brands that are both familiar or unfamiliar to an observer.

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