Visual Branding: The Way Forward for Product Development and Customer Loyalty in Ghana

Abstract

This article brings to light the powerful connection between the visual branding of a product leading and customer loyalty. Thus, the visual impact of a product development stages from the concept level, early sketches to trademarked logos, complements of branding approach or the final endorsement level. The study relied on a survey that had 150 respondents as the sample. Purposive sampling and simple random sampling procedures were used to select Nestle-limited graphic designers and customers. We show that visual branding acts as a mediator between product development and customer loyalty. A survey is distributed to graphic designers at Nestle Limited in the manufacturing sector to collect empirical data. Confirmatory factor analysis and structural equation modelling are used to analyse the data. The data were gathered using a standardised inquiry form, specifically a five-point Likert scale. The results show that graphic designers contribute to product development and creation, leading to customer loyalty. We demonstrate that there is a partial mediating effect between product development and customer loyalty through visual branding. The main goal is to ensure that during product development stages, graphic designers use visual branding to communicate reliable information to customers through the drawing, colour, shape and design of a product, which would boost overall product performance, leading to customer loyalty.