Abstract
Visual brand identities often and rapidly deteriorate (degradation to failure) if not strenuously, time-consumingly and continuously managed/maintained. There are several reasons for this and in this paper we identify the various visual brand identity processes and components, and the culprits/pitfalls (failure causes) that typically lead to a visual brand identity getting off track. In this paper, we also propose a PHM-based visual brand identity management system (VBIMS) to avoid or reduce such deterioration.
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