Role of Visual Language in Marketing: Build and Implement Branding Identity on Mini-Market
Abstract
This study aimed to gain a deeper understanding of the impact of visual language on building and sustaining a strong brand in the mini-market industry. Qualitative research has shown that visual language can have a powerful impact on consumer behavior and purchasing decisions. For example, the choice of colors, images, and symbols can evoke specific emotions and associations, influencing how consumers perceive and interact with the brand. This, in turn can impact brand loyalty, as consumers are more likely to return to brands that they perceive as being trustworthy and consistent. The use of visual language in branding is particularly important for mini markets, as these businesses compete in a crowded and highly competitive industry. By using visual language to create a strong brand image and establish brand associations, mini-markets can differentiate themselves from competitors, build a loyal customer base, and establish a strong reputation in the marketplace.
Downloads
References
Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333
Anselmsson, J., & Tunca, B. (2019). Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category. Journal of Marketing Communications, 25(7), 720–737. https://doi.org/10.1080/13527266.2017.1392337
Argyris, Y. A., Wang, Z., Kim, Y., & Yin, Z. (2020). The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification. Computers in Human Behavior, 112, 106443. https://doi.org/https://doi.org/10.1016/j.chb.2020.106443
Boukis, A. (2020). Exploring the implications of blockchain technology for brand–consumer relationships: a future research agenda. Journal of Product & Brand Management, 29(3), 307–320. https://doi.org/10.1108/JPBM-03-2018-1780
Brennan, S., & O’Rourke, B. (2019). Commercialising the cúpla focal: New speakers, language ownership, and the promotion of Irish as a business resource. Language in Society, 48(1), 125–145. https://doi.org/DOI: 10.1017/S0047404518001148
Catanzaro, M., & Collin, P. (2023). Kids communicating climate change: learning from the visual language of the SchoolStrike4Climate protests. Educational Review, 75(1), 9–32. https://doi.org/10.1080/00131911.2021.1925875
Coffie, S. (2020). Positioning strategies for branding services in an emerging economy. Journal of Strategic Marketing, 28(4), 321–335. https://doi.org/10.1080/0965254X.2018.1500626
di Crosta, A., Ceccato, I., Marchetti, D., la Malva, P., Maiella, R., Cannito, L., Cipi, M., Mammarella, N., Palumbo, R., Verrocchio, M. C., Palumbo, R., & di Domenico, A. (2021). Psychological factors and consumer behavior during the COVID-19 pandemic. PLOS ONE, 16(8), e0256095-. https://doi.org/10.1371/journal.pone.0256095
Dressler, M., & Paunovic, I. (2021). A Typology of Winery SME Brand Strategies with Implications for Sustainability Communication and Co-Creation. Sustainability, 13(2). https://doi.org/10.3390/su13020805
Erjansola, A.-M., Lipponen, J., Vehkalahti, K., Aula, H.-M., & Pirttilä-Backman, A.-M. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger. Journal of Brand Management, 28(3), 241–253. https://doi.org/10.1057/s41262-020-00223-5
Fan, M., & Li, Y. (2020). The application of computer graphics processing in visual communication design. Journal of Intelligent & Fuzzy Systems, 39, 5183–5191. https://doi.org/10.3233/JIFS-189003
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271–285. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.05.016
Giovanis, A., Assimakopoulos, C., & Sarmaniotis, C. (2019). Adoption of mobile self-service retail banking technologies. International Journal of Retail & Distribution Management, 47(9), 894–914. https://doi.org/10.1108/IJRDM-05-2018-0089
Gretzel, U., & Collier de Mendonça, M. (2019). Smart destination brands: semiotic analysis of visual and verbal signs. International Journal of Tourism Cities, 5(4), 560–580. https://doi.org/10.1108/IJTC-09-2019-0159
Hu, X., Chen, X., & Davison, R. M. (2019). Social Support, Source Credibility, Social Influence, and Impulsive Purchase Behavior in Social Commerce. International Journal of Electronic Commerce, 23(3), 297–327. https://doi.org/10.1080/10864415.2019.1619905
Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2019). Market orientation, positioning strategy and brand performance. Industrial Marketing Management, 81, 16–29. https://doi.org/https://doi.org/10.1016/j.indmarman.2018.11.004
Jin, C., Yoon, M., & Lee, J. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management, 28(1), 50–62. https://doi.org/10.1108/JPBM-09-2017-1587
Kim, Y.-K., & Sullivan, P. (2019). Emotional branding speaks to consumers’ hearts: the case of fashion brands. Fashion and Textiles, 6(1), 2. https://doi.org/10.1186/s40691-018-0164-y
Landis, S., & Duscher, T. (n.d.). Visual Science Communication: The next generation scientific poster. Qeios. https://doi.org/10.32388/8OOHNS
Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). An Interplay of Logo Design and Brand Personality on Brand Equity. Journal of Marketing Research, 56(1), 89–103. https://www.jstor.org/stable/26966560
Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117, 497–507. https://doi.org/https://doi.org/10.1016/j.jbusres.2020.06.022
Nguyen, H., Calantone, R., & Krishnan, R. (2020). Influence of social media emotional word of mouth on institutional investors’ decisions and firm value. Management Science, 66(2), 887–910. https://doi.org/10.1287/mnsc.2018.3226
Pejic-Bach, M., Bertoncel, T., Meško, M., & Krstić, Ž. (2020). Text mining of industry 4.0 job advertisements. International Journal of Information Management, 50, 416–431. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2019.07.014
Qazzafi, S. (n.d.). CONSUMER BUYING DECISION PROCESS TOWARD PRODUCTS. International Journal of Scientific Research and Engineering Development, 2. www.ijsred.com
Rietveld, R., van Dolen, W., Mazloom, M., & Worring, M. (2020). What you Feel, Is what you like Influence of Message Appeals on Customer Engagement on Instagram. Journal of Interactive Marketing, 49(1), 20–53. https://doi.org/10.1016/j.intmar.2019.06.003
Safeer, A. A., He, Y., & Abrar, M. (2021). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123
Shoji, J., Falaq, A., & Puspita, D. (n.d.). CRITICAL DISCOURSE ANALYSIS: REVEALING MASCULINITY THROUGH L-MEN ADVERTISEMENT. In Linguistics and Literature Journal (Vol. 2, Issue 1). http://jim.teknokrat.ac.id/index.php/linguistics_and_literature/index
Sivaram, M., Hudaya, A., & Ali, H. (2019). Jakarta Indonesia 3) Senior Lecturer. Universitas Mercu Buana (UMB), 1(2). https://doi.org/10.31933/DIJEMSS
Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Managing digital marketing communication of coffee shop using instagram. International Journal of Interactive Mobile Technologies, 14(5), 108–118. https://doi.org/10.3991/IJIM.V14I05.13351
Teletov, A., Teletova, S., & Letunovska, N. (2019). Use of language games in advertising texts as a creative approach in advertising management. 7(2), 458–462. http://pen.ius.edu.ba
Tri, R., Sdn, S., & Bengkulu, K. (2022). A Semiotica Analysis of The Symbols’ Representation in Market Place As Communication Language. In Teaching English and Language Learning English Journal (TELLE) (Vol. 02, Issue 02).
Wei, J., & Lian, G. (2021). Research on the Visual Language Application of Guangxi Bronze Drum Decorations Based on SPSS Analysis. 2021 2nd International Conference on Information Science and Education (ICISE-IE), 601–604. https://doi.org/10.1109/ICISE-IE53922.2021.00142
Wilson, R. T. (2021). Slogans and logos as brand signals within investment promotion. Journal of Place Management and Development, 14(2), 163–179. https://doi.org/10.1108/JPMD-02-2020-0017
Yu, C.-E., Xie, S. Y., & Wen, J. (2020). Coloring the destination: The role of color psychology on Instagram. Tourism Management, 80, 104110. https://doi.org/https://doi.org/10.1016/j.tourman.2020.104110
Zameer, H., Wang, Y., & Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247, 119119. https://doi.org/https://doi.org/10.1016/j.jclepro.2019.119119
Copyright (c) 2023 Arizal Hamizar, Andi Masniati, Mohammad H Holle, Syed Ismail Syed Mohamad
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Once an article was published in the journal, the author(s) are:
granted to the journal right licensed under Creative Commons License Attribution that allows others to share the work with an acknowledgement of the work's authorship.
permitted to publish their work online in third parties as it can lead wider dissemination of the work.
continue to be the copyright owner and allow the journal to publish the article with the CC BY-NC-SA 4.0 license
receiving a DOI (Digital Object Identifier) of the work.
