A research on the use of metaphor design in promoting brand identity

Abstract

Companies need a corporate identity to have a good relationship with each other, so they seek a way to create a unique and durable sense to impress their customers (Wheeler, 2009). According to American Marketing Association, brand is a name, sign, symbol, design, or a combination of all of these (Keller, 2013). Brand use some elements as graphics, color, texture, voice, shape, symmetry, rhythm, and other gestalt and cognitive elements to be identified (Kevin Budelmann, 2010). A mixture of all these elements shapes the brand identity. From cognitive outlook, brand have a tangible fascination so can be touched, held, watched and even can be moved (Wheeler, 2009). Some product-oriented brands require good quality and reasonable price according to product’s usage time, so that they can communicate with their customer, user, or consumer (Heine, 2012). A corporation, company, or manufacturer should imply its principles in their products to engrave its brand identity on customer’s mind. A deep understanding of customer or user through signs and functions of brand which is now being attended by neuroscience, is one of these principles (Leslie de Chernatony, 2011; Maiocchi, 2015). Perceptual memory perceives sense respectively through visual, auditory, physical communication, and other communications (Robier, 2016). Figure 1 shows the amount of accuracy of information perceived by perceptual memory which is presented by the communication type. Bahram Ipaki Yazdan Movahedi Parisa Jourabchi Amirkhizi