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Vikten av visuell identitet hos varumärken: En studie om hur den visuella identiteten formar konsumentens varumärkesuppfattning
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Today we live in a society that focuses more and more on the visual aspects. Visual identity is the most visible part of a company's communication with the outside world, yet it is relatively unexplored in the academic literature. The purpose of this paper is to investigate how consumers perceive brands based on their visual identity. The thesis will include a qualitative method, consisting of a semiotic image analysis and focus group interviews. The results show that the perception of the brand based on the visual identity depends on the expectations the consumer has about the industry. The visual identity of the chosen companies was considered refreshing, exciting and playful, which attracted consumers. But the more consumers became aware of their visual identity, the more skeptical they became.

Abstract [sv]

Vi lever idag i ett samhälle som fokuserar alltmer på det visuella. Visuella identiteten är den mest synliga delen av ett företags kommunikation med omvärlden, ändå är den relativt ouppmärksammad i den akademiska litteraturen. Syftet med denna uppsats är att undersöka hur konsumenter uppfattar varumärken utifrån dess visuella identitet. Uppsatsen kommer inneha en kvalitativ metod, bestående av en semiotisk bildanalys samt fokusgruppsintervjuer. Resultaten visar att uppfattningen av varumärket utifrån den visuella identiteten beror på vilka förväntningar konsumenten har på den branschen. Den visuella identiteten hos de valda företagen uppfattades som uppfriskande, spännande och lekfullt, vilket attraherade konsumenterna. Men ju mera konsumenterna tog del av deras visuella identitet, desto mera skeptiska blev de.

Place, publisher, year, edition, pages
2019. , p. 61
Keywords [en]
Visual identity, Visual Communication, Logotypes, Color symbolism, Brand identity, Consumer behaviour
Keywords [sv]
Visuell identitet, Visuell kommunikation, Logotyper, Färgers symbolik, Varumärkesidentitet, Konsumentbeteende
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-39379OAI: oai:DiVA.org:sh-39379DiVA, id: diva2:1369945
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2019-11-15 Created: 2019-11-13 Last updated: 2019-11-15Bibliographically approved

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29303132333435 35 of 35
CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
  • apa-old-doi-prefix.csl
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf