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

Authors: Harsandaldeep Kaur; Muhammad Tanveer; Haider Mahmood; Kanwal Roop Kaur

Addresses: Guru Nanak Dev University, NH 1, Amritsar, Punjab, 143001, India ' Business Administration Department, Imam Mohammad Ibn Saud Islamic University (IMSIU), Riyadh, Kingdom of Saudi Arabia ' Department of Finance, College of Business Administration, Prince Sattam bin Abdulaziz University, 173 Alkharj 11942, Saudi Arabia ' Guru Nanak Dev University, NH 1, Amritsar, Punjab, 143001, India

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.

DOI: 10.1504/GBER.2023.134368

Global Business and Economics Review, 2023 Vol.29 No.4, pp.452 - 469

Received: 29 Jun 2021
Accepted: 31 Jul 2022
Published online: 19 Oct 2023 *

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