Brand's visual identity on social media platforms: a content analysis

Harsandaldeep Kaur, Muhammad Tanveer, Haider Mahmood and Kanwal Roop Kaur

Global Business and Economics Review, 2023, vol. 29, issue 4, 452-469

Abstract: This paper investigates how brands delineate their visual identity in avatar (profile photo) and header (cover photo) on social media platforms. The content analysis of the top 50 Indian brands was conducted from 116 screenshots taken from the brand's Facebook, Twitter, and YouTube page to determine the visual identity exhibited by brands on social media platforms. We found the actual use of visual elements, i.e., logotype, text type, typography, colour, and photographic elements employed by brands in avatar and header to demonstrate their visual identity. The findings also revealed that brands are inconsistent in wielding their overall visual identity across three social media platforms. Designers and marketers are suggested to position their brand across social media platforms strategically.

Keywords: content analysis; logo; social media; visual identity; brands. (search for similar items in EconPapers)
Date: 2023
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