Brand Identity Research Articles

Redesain Logo ‘Hadimu Home Bakery’ Sebagai Identitas Visual Pada Usaha Kue di Kota Bandung

The redesign of the ‘Hadimu Home Bakery’ logo aims to strengthen the visual identity of one of the cake businesses in Bandung City and raise the brand’s image among the public. ‘Hadimu Home Bakery’ is a business that sells various kinds of cakes in the city of Bandung. ‘Hadimu Home Bakery’ was founded by Hadi Mukhayyar in 2016 by selling various types of cakes such as donuts, bread, pudding and other cakes. ‘Hadimu Home Bakery’ has a visual identity that is not yet represented so that it can affect the brand identity of the business. Therefore, a redesain of the logo for ‘Hadimu Home Bakery’ was carried out. The design method used is Design Thinking which consists of five non-linear stages, namely Empathize, Define, Ideate, Prototype, and Test. The data analysis method uses SWOT analysis (Strengths, Weakness, Opportunities, Threats). The main media is a logo with Graphic Standard Manual (GSM), while the supporting media are neon boxes, shop window stickers, packaging, aprons an banners. The final design results are then tested on the client, designer, and target audience based on aspects of color, font readability, and layout arrangement. The overall design of the logo is used to communicate a message which is expected to necome the positioning of the ‘Hadi Home Bakery’ brand.

Development of a consumer-based brand equity strategy for the positioning of football team brands

This paper develops a brand positioning strategy based on consumer-based brand equity for football team brands. The study is designed and validated in three separate empirical phases. In Study 1, the authors interviewed experts in the field using a qualitative research design and identified the football team brands with the highest consumer-based brand equity. In Study 2, the authors applied explanatory factor analysis to the spectator-based brand equity scale to find the appropriate factors for evaluating the identified team brands. In Study 3, the authors used multidimensional scaling and evaluated and discussed team brands based on the identified factors. As a result of the research, an ‘ideal brand’ had to be designed, taking into account the ten football team brands identified in Study 1 and the six factors identified in Study 2. This brand was rated ‘best’ across all factors and compared with other brands. The authors recommend this new brand positioning strategy to practitioners and emphasise that future studies should be conducted in other countries and for other sports disciplines.

The Semiotic Role of Color in Alcoholic Beverage Packaging and Its Advertising Synergy

This study explores the semiotic role of color in alcoholic beverage packaging and its synergy with advertising campaigns. Through a mixed-methods approach involving content analysis, case studies, and consumer surveys, we examine how color choices in packaging influence consumer perception, brand identity, and marketing effectiveness. This finding reveal that specific colors evoke distinct psychological responses and cultural meanings, which significantly impact brand recognition and consumer loyalty. The research highlights successful strategies used by brands such as Absolut Vodka, Coca-Cola, and Heineken, demonstrating the importance of color consistency across packaging and advertising in creating a cohesive and memorable brand image. Additionally, this study discusses the role of digital advertising in maintaining color synergy and the need for cultural adaptation in global marketing. This study provides valuable insights for brand managers and marketers, emphasizing the strategic use of color to enhance visual identity, brand recall, and consumer engagement.

Bridging traditions: Placemaking and authenticity in architecture for city branding

Abstract This paper explores the symbiotic relationship between placemaking and the authenticity of traditional architecture in the realm of city branding, using Surakarta City in Indonesia as a pivotal case study. It posits that the conscious integration of placemaking initiatives with the preservation and celebration of traditional architectural authenticity can significantly amplify any city’s brand identity, rendering it distinct and resonant on the global scale. Surakarta, with its rich cultural heritage and commitment to preserving Javanese architectural motifs, exemplifies how traditional elements can coalesce with contemporary urban development strategies to foster a sense of place and community identity. Through a qualitative analysis of Surakarta’s urban planning and community engagement practices, this study underscores the transformative impact of authentic architectural preservation in placemaking processes. The findings suggest that such an approach not only enhances the aesthetic and cultural landscape of cities but also strengthens their branding, attracting tourism and investment by offering a unique narrative. The paper concludes with strategic recommendations for urban policymakers and planners, advocating for a balanced integration of cultural authenticity and innovative place-making to achieve sustainable and impactful city branding. This study contributes to the broader discourse on urban development, highlighting the indispensable role of architectural authenticity in crafting compelling city narratives.

Overcoming Data Barriers: Strategies for New Entrants to Achieve Differentiation in the UK Food Retail Market

The UK food retail market is a highly competitive and mature sector dominated by established players with extensive consumer data at their disposal. New entrants face significant challenges in penetrating this market, particularly due to data barriers that limit their ability to compete on equal footing with incumbents. This paper explores strategies that new entrants can employ to achieve differentiated competition despite these barriers. The study examines the critical role of data in the market, analyzes how established players leverage data for competitive advantage, and proposes alternative approaches for new entrants to overcome data-related challenges. By leveraging niche markets, innovative products, alternative data sources, and emerging technologies such as artificial intelligence and blockchain, new entrants can build strong brand identities and offer unique value propositions. The paper also discusses regulatory considerations and data governance, emphasizing the importance of ethical data practices and advocacy for fair data access. Through a comprehensive analysis of these strategies, this paper provides actionable insights for new entrants seeking to establish a foothold in the UK food retail market.

Exploring the Power of Visual Aesthetics in Advertising

Marketing plays a crucial role in determining the success of any organisation. Businesses can achieve significant growth by implementing a strategy that prioritises the needs and preferences of their customers. A recent study has emphasised the crucial significance of visual attractiveness in attracting customer attention and involvement. A favourable aesthetic experience can enhance the user's involvement with the interface. This article seeks to examine the capacity of utilising visual aesthetics to mould brand identity, impact consumer perception, and affect behaviour in advertising campaigns. This study will use Gestalt theory principles to enable advertisers to create more impactful and captivating advertising that captures viewers' attention, facilitates information processing, and improves brand recall. The study will utilise a quantitative methodology, using data collected via a self-administered questionnaire. The data analysis will employ structural equation modelling (SEM). The study's findings will unquestionably equip advertising marketers to improve product promotion techniques and tailor advertising campaigns.

노들섬 연상 키워드 분석을 통한 아이덴티티 통합 디자인 전략 - AI 생성형 이미지를 중심으로

As part of place branding research, this study aims to identify the experience of Nodlesum, a complex cultural space, to define its unique identity and propose a brand identity design direction using AI-generated images. First, we analyzed online data to derive keywords related to Nodlesum. In addition, we conducted a visitor perception survey to derive associated experience keywords and associated image keywords. Based on the keywords, we used AI-generated images to refine the brand visual identity and character design, and then derived a utilization strategy centered on merchandise. The significance of the final result is as follows. First, we defined the unique identity of Noddle Island based on user perceptions and prepared a prototype of the brand identity and practical results. Second, it provided a conceptual shift in place branding with an integrated approach to visitor perception and place brand identity design. Third, we prepared a brand identity strategy system that can be applied to idle spaces or public spaces that have difficulties in establishing a clear communication system. Fourth, by utilizing AI-generated images in the design process, we confirmed the potential of AI as a collaborator in the creative realm and a means of expanding thinking. This study is significant in that it is a design attempt to expand the perspective of place brand identity design and explore more practical and diverse ways of utilizing AI.

Unveiling Brand Identity A Semiotic Exploration of Logo Design in Pakistani Clothing Brands

In the competitive textile market, each brand employs a unique logo or icon to distinguish itself from competitors. A logo acts as a brand's visual identity, conveying its uniqueness and intended message to consumers. Therefore, creating an effective logo is crucial for designers, as it significantly influences consumer perception. This research uses a semiotic analysis based on Kress and van Leeuwen's (2002) multimodality framework to examine the logos of two leading Pakistani clothing brands, including Khaadi and Junaid Jamshed. The study investigates how these logos impact consumer relationships with the brands, revealing that each logo is designed to communicate the brand's distinct message. Factors such as colour schemes, logos, font, shape, words, and the inclusion of popular personalities in advertisements are essential in shaping consumer perceptions and preferences. The research involved stratified sampling to collect data, ensuring a representative analysis of consumer views. The findings indicate that well-designed logos and strategic branding elements are crucial for a strong brand-consumer connection. These elements significantly affect consumer loyalty and choice, underscoring the importance of effective logo design in building a positive brand image and influencing consumer behaviour.

KONSEP MEMBANGUN BRANDING IMAGE UNTUK MENINGKATKAN KEPERCAYAAN TERHADAP LEMBAGA PENDIDIKAN ISLAM

This study delves into the concept of building a branding image to enhance public trust in Islamic educational institutions. In today’s competitive educational environment, it is vital for these institutions to not only provide high-quality education but also establish a strong, positive brand identity that resonates with their core values. Utilizing a qualitative research approach with phenomenological methods, the study uncovers that effective branding strategies go beyond mere promotion; they involve management practices that demonstrate integrity, transparency, and a steadfast commitment to educational excellence. The research findings indicate that Islamic educational institutions that successfully manage their branding can significantly enhance public trust, bolster their competitive position globally, and contribute to shaping a generation grounded in moral integrity and academic excellence. By understanding and implementing these branding strategies, these institutions can effectively communicate their values, meet community needs, and ensure their continued relevance and success in an increasingly competitive global educational landscape.

A Study on the Brand Identity Design of Eco-friendly Packaging -Focusing on Dairy Product Brands in China and Korea-

A Study on the Brand Identity Design of Eco-friendly Packaging -Focusing on Dairy Product Brands in China and Korea-

Applications of an Electrochemical Sensory Array Coupled with Chemometric Modeling for Electronic Cigarettes.

This study investigates the application of an eNose (electrochemical sensory array) device as a rapid and cost-effective screening tool to detect increasingly prevalent counterfeit electronic cigarettes, and those to which potentially hazardous excipients such as vitamin E acetate (VEA) have been added, without the need to generate and test the aerosol such products are intended to emit. A portable, in-field screening tool would also allow government officials to swiftly identify adulterated electronic cigarette e-liquids containing illicit flavorings such as menthol. Our approach involved developing canonical discriminant analysis (CDA) models to differentiate formulation components, including e-liquid bases and nicotine, which the eNose accurately identified. Additionally, models were created using e-liquid bases adulterated with menthol and VEA. The eNose and CDA model correctly identified menthol-containing e-liquids in all instances but were only able to identify VEA in 66.6% of cases. To demonstrate the applicability of this model to a commercial product, a Virginia Tobacco JUUL product was adulterated with menthol and VEA. A CDA model was constructed and, when tested against the prediction set, it was able to identify samples adulterated with menthol 91.6% of the time and those containing VEA in 75% of attempts. To test the ability of this approach to distinguish commercial e-liquid brands, a model using six commercial products was generated and tested against randomized samples on the same day as model creation. The CDA model had a cross-validation of 91.7%. When randomized samples were presented to the model on different days, cross-validation fell to 41.7%, suggesting that interday variability was problematic. However, a subsequently developed support vector machine (SVM) identification algorithm was deployed, increasing the cross-validation to 84.7%. A prediction set was challenged against this model, yielding an accuracy of 94.4%. Altered Elf Bar and Hyde IQ formulations were used to simulate counterfeit products, and in all cases, the brand identification model did not classify these samples as their reference product. This study demonstrates the eNose's capability to distinguish between various odors emitted from e-liquids, highlighting its potential to identify counterfeit and adulterated products in the field without the need to generate and test the aerosol emitted from an electronic cigarette.

Formulating Global Branding Strategies in the Context of Cultural Differences

The article examines how cultural differences impact the development of global branding strategies, which is critically important in the context of globalization and market integration. It emphasizes that the essence of this issue lies in the need to consider the cultural characteristics of various countries and regions when creating and implementing global branding strategies. The article explores how cultural differences affect brand perception. It notes that what is positively received in one culture may be misunderstood or even offensive in another. It is crucial for brands to adapt their messaging to align with the cultural norms and expectations of their target audience. It is argued that global branding strategies need to be adapted to local conditions, which includes adjusting advertising campaigns, product assortments, packaging, and pricing policies. The article highlights the importance of language barriers and communication, noting that language is a critical component of global branding. Not only can the text of advertising materials, but also brand names, slogans, and even colors carry different meanings across different languages. The article also discusses the significance of cultural norms and values, which can influence consumer reactions to a brand. It stresses the importance of considering legal and ethical norms that may vary between countries, including regulations regarding advertising, consumer rights, and cultural taboos. It is determined that companies have a choice between two main strategies: adaptation or standardization. Adaptation involves modifying branding to fit local cultural conditions, while standardization focuses on maintaining a consistent brand identity on a global scale. The choice between these strategies depends on market characteristics and the company’s business goals. The necessity of thorough market research and analysis of cultural specifics for the successful implementation of global branding strategies is emphasized. This helps in gathering crucial information about consumer preferences, competitors, and market trends, which aids in developing effective strategies. The overall conclusion of the article underscores that accounting for cultural differences is critically important for successful global branding, and companies that can adapt their strategies to the cultural characteristics of their markets gain a significant competitive advantage. The type of article is theoretical.

Research on UI Interface Design of NAIS Small Program--Research on APP Design based on KANO Model

With the popularization of the mobile Internet and the wide application of smartphones, the importance of the UI interface design of the small program, as an important window for the interaction between the brand and the user, has become more and more prominent. This paper adopts the KANO model to analyze the UI interface of the NAIS applet deeply and puts forward targeted improvement suggestions. Through the KANO model to analyze the basic needs, expectation needs and excitement needs of the target users, this paper aims to match the young aesthetics and shape a unique interface style through the three aspects of design style and color matching, interface layout and function setting, interaction optimization and kinetic effect design; optimize the user experience and enhance the operation convenience; strengthen the brand identity and improve the competitiveness of the market.

The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model

This study investigated the relationship between brand identity, brand lifestyle congruence, brand satisfaction, and repurchase intention. In addition, this study examined how the primary reference group’s family and peer/friend affected individuals’ perceptions of brand identity, brand-lifestyle congruence, brand satisfaction, and purchase intention through a multi-group structural equation model. A total of 610 valid and useable responses, collected from a social media channel, were analyzed. Grounded in social identity theory and self-congruity theory, a set of hypotheses was examined within a research model. The findings show that brand identity significantly affects brand lifestyle congruence, brand satisfaction, and repurchase intentions. In addition, brand-lifestyle congruence significantly affects brand satisfaction and repurchase intentions, with brand satisfaction also significantly affecting purchase intentions. Also, high-income and elderly consumers tend to ignore the family and peer effects. Middle-aged, middle-income men who value product origin show a strong brand perception, and are less influenced by family. In contrast, women, typically lower-income and price-focused, are more receptive to family and peer effects and generally indifferent to product origin. This research advances brand identity literature by examining the effects of brand brand-lifestyle congruence, brand satisfaction, and purchase intention. It suggests that the synergy between brand identity, brand lifestyle congruence, and brand satisfaction significantly enhances repurchase intentions. Besides, examining profiles in the context of brands, consumers, and reference groups contributes additional value to the field.

Brand Personality and Loyalty as Drivers of Repurchase Intentions: Evidence from Pakistani Mobile Phone Users

The purpose of this study was to examine the influence of brand personality and brand loyalty on repurchase intention of Pakistani mobile phone users. The population for this study comprised master’s students at large public sector universities of Pakistan. Results of 318 responses indicate that sincerity, competence, ruggedness and sophistication significantly predicted brand loyalty, while the excitement dimension of brand personality failed to predict brand loyalty. It was also found that brand loyalty positively predicted the repurchase intentions among mobile phone users of Pakistan. The study also tested the moderating role of relative brand identification in the relationship between brand loyalty and brand repurchase intentions. By making overall significant contributions to the existing body of literature, the test of moderated regression analysis indicates the presence of a moderating role of relative brand identification. With remarkable contributions, this research presents valuable insights to marketers and stakeholders, helping them to understand brand personality, rebuild marketing strategies, boost brand loyalty, grasp relative brand identification, gain a competitive edge, make informed decisions and stay relevant in the market.

Harnessing Social Media in Higher Education: An Examination of Advert Poster Design and Brand Identity within Thai Universities

Harnessing Social Media in Higher Education: An Examination of Advert Poster Design and Brand Identity within Thai Universities

Viral Dynamics on Social Media: Enhancing Brand Engagement through Meme Marketing Strategies

This research delves into the transformative power of meme marketing in shaping brand engagement and consumer perception within digital ecosystems. By conducting a nuanced examination of meme-centric marketing strategies, this study elucidates how brands leverage viral content to foster a sense of community and enhance customer loyalty. It employs a methodological approach that combines qualitative analysis and digital analytics to assess the impact of memes on audience engagement metrics and brand sentiment. The findings underscore the importance of authenticity and the strategic alignment of meme content with brand identity and audience values. The study also highlights the role of omni-channel distribution strategies in amplifying reach and engagement, offering actionable insights for marketers aiming to capitalize on the dynamic nature of digital culture. Additionally, it points to the growing significance of user-generated content in meme marketing, advocating for brands to foster participatory cultures that encourage audience creativity. The research sets the stage for future investigations into the evolving landscape of digital marketing, suggesting further exploration into the intersection of technology, culture, and consumer behavior in the age of memes.

Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell

Redefining brand identity and internal communications in turbulent times: the case of Banco Sabadell

Building brand identity in b2b markets: Co-creation of content with suppliers via storytelling

ABSTRACT The purpose of the paper is to understand the process of content co-creation between b2b (Business-to-Business) businesses and suppliers through storytelling techniques to strengthen the organization’s brand identity. To achieve the purpose of the research, the paper integrated stages of storytelling with sensemaking theory by using the corporate brand identity matrix. Employing a Market-Oriented Ethnography (MOE) approach, guided by the Gioia methodology, the study analyzes real-time interactions and narratives at business sites, offering a nuanced grasp of the co-creation process. The study uncovers that co-creation among b2b businesses and suppliers yields a unified brand narrative, enhancing brand identity through authentic, emotionally resonant stories. The study proposes a framework for the role of suppliers and b2b businesses at various stages of brand storytelling to strengthen brand identity. The study found that the suppliers inject authenticity and relevance to the outside-in approach of corporate brand identity. Whereas, by enabling suppliers to participate in the co-creation process, the business creates a lasting impression of the brand, taking an inside-out approach to creating a distinct brand identity.

Analisis Sentimen Komentar Konsumen Industri Jamu di Media Sosial menggunakan Artificial Neural Network dan K-Nearest Neighbor

Phytopharmaceutical plants have become one of the main commodities contributing significantly to the economy through their use in the pharmaceutical, cosmetic, and health industries. However, behind this economic potential, traditional herbal medicine businesses often face challenges, particularly in promotion and brand identity. Social media platforms like Instagram have now introduced unique features to support business and marketing, primarily by providing in-depth information about herbal products and offering opportunities for businesses to receive feedback from consumers. Comments on social media are valuable but often unstructured; hence, sentiment analysis is necessary to organize and categorize this data. By combining comment data with information from Google Trends, cause-and-effect relationships from comments during specific periods can be identified using path analysis. This research aims to analyze consumer comments on the Sidomuncul company's Instagram platform, with the hope of benefiting the company and advancing herbal medicine products. The methods used in this study include Artificial Neural Network (ANN) and K-nearest neighbor (KNN) to classify comments into positive, negative, and neutral categories. Both methods show satisfactory results in classification, with an average accuracy of 0.887 for ANN and 0.874 for KNN. However, the ROC curve for the KNN model indicates a relatively low AUC value in classifying negative comments, at 0.598.