THE VISUAL IDENTITY OF THE BRAND AS A MECHANISM FOR PRODUCT PROMOTION: A CASE STUDY OF CONDOR ELECTRONICS COMPANY
Abstract
This study aimed to analyze the role of the visual identity of a brand in promoting the products of an economic enterprise, with a focus on the level of customer perception of the various dimensions of this identity. The Algerian company "Condor" was chosen as an applied model by analyzing the components of its visual identity, namely: brand name, symbol, logo, and colors, and determining their promotional role. The study adopted a descriptive and analytical approach, using a questionnaire to collect data from a sample of 122 customers in the Wilaya of M'Sila, and the results were analyzed using SPSS V27. The findings showed that visual identity plays a fundamental role in the promotional process of the brand and in attracting customers, with colors having the most significant impact in forming customers' initial impressions. The study also revealed that Condor's customers moderately agreed on the importance of the visual identity across its four dimensions, except for colors, which received a high level of agreement due to their strong influence in drawing attention. This confirms the importance of adopting an integrated and well-thought-out visual identity within the communication strategy of institutions.
References
Abir, H. A., et al. (2024, March). Design considerations for Arabic typography appropriate to textual brands. 09(44), pp. 491–509.
Afifi, N. M. (2018). The visual identity of global fashion brands and its impact on building the consumer's mental image. (13), pp. 570–591.
Ahmed, A. M. A. (May, 2023). The role of logos in preserving Egyptian visual identity in the age of globalization. 8(39), pp. 215–236.
Al-Aref, N. A. (2008). Principles of marketing in the third millennium. Alexandria, Egypt: University House for Publishing and Distribution.
Al-Azzouzi, M. (2007). Institutional communication: Its fundamentals, applications, and management. Casablanca, Morocco: Al-Najah Al-Jadida Press.
Aldeem, S. Z. (2000). Industrial and commercial property. Jordan: Dar Al-Thaqafa for Publishing and Distribution. Retrieved from www.philadelphaeda.jollaw/s/
Annette L.M. van den Bosch, W. J. (2005). The impact of organisational characteristics on corporate visual identity. European Journal of Marketing, 40(7/8), 870-885. doi:10.1108/03090560610670034
Ballias, M., & Miridjanian, J. (2011). Creating a visual brand identity – The case of Charles Picard's company. Halmstad University School of Business and Engineering, Bachelor thesis in Marketing, Sweden.
Boualousif, M., & Qarnani, Y. (2021, December 30). Representations of the visual identity of the Mobilis brand in television advertising: A semiological analysis of the Mobilis “We connect you wherever you are” spot. 08(02), pp. 136–162.
Cote, P. W. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62(2), 14–30. https://doi.org/10.1177/002224299806200202
Cui, C. (2024). Enhancing brand recognition through simplified visual identity: Impact and benefits. https://doi.org/10.1051/shsconf/202420702019
El-Nahhas, M. M. A. (2019). A design system for leveraging fashion brand logos in women’s printed fabric designs. (16), pp. 523–549.
Ghaida, F. M. I., & Iffat, A. A. F. (2021, June 2). The role of formula boards as a tool for designing brand visual identity. 04(36), pp. 215–233.
Hasna, H. B. (2021, January). Analytical study of visual identity elements in the design of promotional exhibition wings for Umm Al-Qura University. International Journal of Humanities and Social Sciences, 18, pp. 205–227. https://doi.org/10.33193/IJoHSS.18.2021.186
Hassan, K. N. (2007, April 29). Brand loyalty. 20(02).
Ibrahimi, M., & Al-Ashqar, F. (2023). The impact of brand visual identity on enhancing customer value: A field study on private telecom customers in Syria. 45(09), pp. 109–136.
Jabbar, Z. (2014). The impact of corporate visual identity on brand personality. Brunel Business School, Brunel University, London.
Keller, K. L. (n.d.). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Khadra, B. A. (2011). Paper presented at the 5th International Forum: The role of brand capital in distinguishing an institution from its competitors. Faculty of Economic Sciences, Mohamed Khider University, Biskra.
Longwell, G. J. (1994). Managing brand equity: Capitalizing on the value of a brand name. Journal of Marketing, 57(1), 247–248. https://ideas.repec.org/a/eee/jbrese/v29y1994i3p247-248.html
Marine Ballias and Julie Miridja nian. (2011). Creating a visual brand identity-the case of charles picard's company-. Halmstad University School of Business and Engineering Bachelor thesis in Marketing, sweden.
Motii, M. A. (2018). Standards of visual identity: A guide for printed publications of institutions or bodies with various activities. 02(10), pp. 629–652.
Olavarrieta, S., & Friedmann, R. F. (2007). Logo selection and modification guidelines: An empirical international validation in Chile. Estudios de Administración, 14(1), 1–21. https://doi.org/10.5354/0719-0816.2007.56416
Othmani, K. (2018, January 1). Visual identity as a strategic issue for economic institutions in promoting brand recognition – A study of Condor Electronics. 1(2), pp. 142–158.
Robert Underwood, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 103-121. Récupéré sur https://doi.org/10.1108/10610420110410531
Saleh, M. A. (2022). Brand identity guidelines on the websites of American public libraries: An analytical study. 29(29), pp. 57–108.
Sergio Olavarrieta S, R. F. (2007). Logo selection and modification guidelines: An empirical international validation in Chile. Estudios de Administración, 14(1), 1-21. doi:10.5354/0719-0816.2007.56416
Taheri, A. N., & Ben Ali, A. (2022, October 21). Advertising innovation as a mechanism for building brand value – A study of Coca-Cola. pp. 366–384.
Underwood, R., & Klein, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 103–121. https://doi.org/10.1108/10610420110410531
Yousfi, R., & Hamidi, A. R. (2020, June 30). The impact of brand identity on its value to the consumer. 06(01), pp. 31–50.
Zeenat Jabbar. (2014). The Impact of Corporate Visual Identity on Brand Personality. Brunel business School, Brunel University, London.
Views:
113
Downloads:
44
Copyright (c) 2025 Mohamed Ben Houhou, Mahdjouba Benchohra
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles are published in open-access and licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). Hence, authors retain copyright to the content of the articles.
CC BY 4.0 License allows content to be copied, adapted, displayed, distributed, re-published or otherwise re-used for any purpose including for adaptation and commercial use provided the content is attributed.
