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Dissertations, Theses, and Projects
Undergraduate Honors Theses
2018 Honors Theses (Spring)
The Effects of visual communication on strategic brand marketing
The Effects of visual communication on strategic brand marketing
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Title
The Effects of visual communication on strategic brand marketing
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Description
The intent of this project was to explore the relationship between visual communication and strategic brand marketing. The idea was to research how visual communication elements are used in the development of brand identities based upon psychological and subliminal messaging. The theories behind design elements in marketing include evidence of what ideally should appeal to consumers based on marketing strategies that have been applied in the past. Relating the theoretical relationship between visual communication and strategic marketing, research was gathered to understand how organizations use brand identities to create marketing strategies that effectively impact consumer behavior. Research was based upon previously conducted case studies of two companies' brand identities and unique marketing campaigns. The companies selected to be studied and analyzed were based upon available information, proximity, and unique branding. The last part of the project was to conduct practical, interview-reported research on two companies to understand how their visual communication choices and related marketing strategies impact their existing and potential customers. Based upon initial responses, the companies selected for interviews were Excela Health and Unity Printing. Excela Health and Unity Printing were selected based upon unique marketing strategies and availability. The conclusion of this project was to connect the theoretical nature of visual communication and the formation of brand identities to the effects of strategic brand marketing on consumer behavior. This project explores the theoretical nature of visual communication and the formation of brand identities as well as the practical application of existing companies' marketing strategies and the effect on consumer behavior., Honors Thesis Advisor, Joseph Schickel.
Publisher
Contributor
Scripter, Zoe L. (Author), California University of Pennsylvania. Honors Program. (Author)
Date
2018-03-27
Type
Text
Format
Identifier
cali:876
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