Visual Branding and Its Impact on the Corporate Image
DOI:
https://doi.org/10.35560/jcofarts1643Keywords:
Advertising, Creation, Visual Identity, Visual Branding, Image, DesignAbstract
The study concluded that advertisement design serves as the cornerstone in building both the visual brand identity and the corporate image of an organization, functioning as a strategic tool that is indispensable for enhancing the institution's presence in the market. The findings revealed that successfully establishing a strong visual brand requires smart and integrated planning of advertising activities, beginning with logo design and extending to the finest details of the advertising campaign, ensuring consistency between visual messaging and organizational goals. It was also confirmed that commitment to visual identity contributes to delivering positive messages that reflect the institution’s credibility and the quality of its services, ultimately shaping a positive corporate image that reinforces audience trust and loyalty.
In light of these findings, the study recommends that business institutions invest in developing a distinctive visual identity managed through effective strategic planning, thereby enhancing their competitive edge both locally and globally. Furthermore, it advocates for the inclusion of specialized courses in visual branding and corporate image within art and media college programs, given the growing significance of these fields in modern communication and marketing environments. The study also emphasizes the importance of advancing scientific research in this domain to enrich both theoretical and practical knowledge, and to address the evident shortage of specialized literature on visual identity and advertising.
References
Aaker, D. A. (1996). Building Strong Brands, Free Press.
Abdel-Hamid, T. A. (2002). Effective marketing: How to face 21st-century challenges. Author, Cairo, Egypt.
Ajwa, A. (2014). Public relations and corporate image. Alam Al-Kutub Publishing and Distribution, Cairo, Egypt.
Al-Alam, S. (1988). Advertising: Lecture notes for the second-year students, Faculty of Media. Cairo, Egypt.
Al-Alam, S. M. (2007). The advertising communication process (6th ed.). Al-Nahda Al-Masriya Library, Cairo, Egypt.
Al-Anad, A. H. (1993). Planning advertising campaigns (2nd ed.). Author, Riyadh, Saudi Arabia.
Al-Askar, F. (1993). Mental image: An attempt to understand the reality of people and things. Dar Tuwaiq Publishing and Distribution, Riyadh, Saudi Arabia.
Al-Desouki, A. (2005). The public image of the police in the Egyptian public: A study presented at the United Nations Development Programme course. Cairo, Egypt.
Al-Hadidi, M. S., & Emam, S. I. (2008). Advertising: Its foundations, means, and arts. Al-Dar Al-Masriya Al-Lubnaniya, Cairo, Egypt.
Al-Hafni, A. M. (1990). The philosophical dictionary (1st ed.). Al-Dar Al-Sharqiya, Cairo, Egypt.
Al-Hakawati, T. (2009). The impact of internal marketing on the organizational image. University of Damascus, Syria.
Al-Kurdi, K. I. (2014). The public image of traffic officers in Arab societies (1st ed.). Naif Arab University for Security Sciences, Riyadh, Saudi Arabia.
Al-Mansour, K. N. (2006). Consumer behavior: An introduction to advertising. Al-Hamed Publishing and Distribution, Amman, Jordan.
Al-Sarraira, M. N. (2001). Public relations: Foundations and principles. Al-Raed Scientific Library, Amman, Jordan.
Al-Sayyid, Sh. S. (1977). Graphic expression: A rhetorical-critical perspective. Maktabat Al-Shabab, Cairo, Egypt.
Al-Sheikh, S. (2009). Formation of corporate image and the role of public relations: Diploma research. Syrian International Academy, Damascus, Syria.
Alexander, R., & Ruschka, H. (2008). Public and private creativity (G. A. Abu Fakhr, Trans.; 4th ed.). Alam Al-Ma’rifah, Kuwait.
Ali, H. M. (1976). Contemporary approaches to public relations concepts and functions. Anglo-Egyptian Library, Cairo, Egypt.
Aqel, F. (1983). Creativity and education. Dar Al-Ilm Lil-Malayeen, Beirut, Lebanon.
Atiya, M. M. (1996). Art and the world of symbols (2nd ed.). Dar Al-Ma’arif, Cairo, Egypt.
Bengiuma, Anis (2025). Methodology for Corporate Identity Design Strategy, Behance, https://www.behance.net/gallery/3957357/_
Bettinghaus, E. P. (1980). Persuasive Communication, 3rd Ed., New York, Hotel Rinehart & Winston.
Bromley, D. (2001). The relationship between personality and corporate reputation. European Journal of Marketing.
Carbon Creative (2025). Brand & branding, https://www.carboncreative.net/services/branding/visual-identity.
Cieland, Robin S. (2000). Building Successful Brands on The Internet, Master Thesis, University of Cambridge, UK.
Crainer, Stuart (1995). The Real Power of Brands: Making Brands Work for Competitive Advantage, The Financial Times / Pitman Publishing Series: Great Britain.
Czerwinski, R. D. & Maloney, M.w. (1999). Creating Brand Loyalty: The Management of Power Positioning and Really Great Adverting, American Management Association, New York, USA.
Dowling, G. (2003). Corporate reputation: Identity, image, and performance (W. Shihadeh, Trans.). Obikan Library, Riyadh, Saudi Arabia.
Farag, M. F., Al-Malla, S., & Ibrahim, A. S. (1977). Human behavior: A practical perspective. Dar Al-Kutub Al-Jamia’iyya, Cairo, Egypt.
Hastie, Reid & Christian (2016). Encounter with art, Designer-Craftsman: Christian Schmidt, McGraw-Hill Book Company, Library of Congress Catalog Card No. 69-13608.
Healey, M. (2008). What is Branding? (Essential Design Handbooks), RotoVision.
Hussein, M. D. A. (1982). Age and its relation to creativity in adults (1st ed.). Dar Al-Ma’arif, Cairo, Egypt.
Hussein, S. (1984). Advertising: Basic approaches (3rd ed.). Alam Al-Kutub, Cairo, Egypt.
Kapferer, J. N. (2012). The New Strategic Brand Management, Kogan Page.
Kapferer, Jean-Noel (1997). Strategic Brand Management, London: Kogan Page, UK.
Knapp, Pat Matson; Evans, Judith; Cullen, Cheryl Dangel (2011). Corporate Identity, Wikipedia, https://ar.wikipedia.org/wiki/هوية_الشركة
Kotler, P., & Keller, K. L. (2016). Marketing Management, Pearson.
Lewi, G. & Rogliano, C. (2006). Mémento Pratique Du Branding, Village Mondial, Paris, France.
Marston, John (1979). Modern Public Relations. New York, Mc Graw Hill Inc., 1979.
Melewar, T. C. & Sambrook, Lydia (2004). The Importance of Brand Power: A Review of The European Car Maker, European Business Journal.
Mjahdi, F. (2011). Study of the impact of country-of-origin and brand attitudes on Algerian consumer evaluation of local and foreign products (Doctoral dissertation). University of Algiers 3, Faculty of Economics and Management Sciences, Algeria.
Mualla, N. (1996). Scientific foundations of commercial promotion and advertising. Amman, Jordan.
Nada, M. A. M. (2004). Study of the creative process in the stages of print advertisement design (Master’s thesis). Department of Advertising, Faculty of Applied Arts, Helwan University, Egypt.
Official Portal of the Government of the United Arab Emirates (2025). Visual Identity Guidelines for the Federal Ministries of the United Arab Emirates, https://u.ae/-/media/guidelines/guidelines-2018/Ar-Visual-Identity-Guideline-for-Federal-Government-Entities.pdf
Olins, W. (2008). The Brand Handbook, Thames & Hudson.
Omantel (2025). Omantel Guidelines 2024, https://www.omantel.om/wcm/connect/d78bd1ea-5a27-4ce0-9ba8-facbd038a2aa/Omantel+guidelines-2024.pdf?MOD=AJPERES&attachment=true&id=1731219640461
Omantel (2025). Omantel, Wikipedia, https://ar.wikipedia.org/wiki/عمانتل
Radwan, M. A., & Saad El-Din, F. F. (1999). Developing creative thinking in designers as a fundamental factor for design success. Research in Arts, October.
Randall, Geoffrey (2000). Branding: A Practical Guide to Planning Your Strategy, 2nd Edition, London, Kogan Page: UK.
Ries, A., & Laura, R. (1999). Brand identity management and principles of advertising. Arab Company for Scientific Media (Shu’aa), Cairo, Egypt.
Sayel, H. H. (2019). The mental image of civil society organizations and the role of public relations in shaping it. Al-Yazouri Scientific Publishing and Distribution; Samir Mansour Printing, Jordan.
Schultz, H., & Larsen, M. (2000). The expressive organization: Linking identity, reputation, and corporate branding. Oxford University Press, Oxford, UK.
Severin, Werner & Tankard, James (1979). Communications Theories: Origins, Methods, Uses (New York: Hastings House, Publishers.
Sham, A. H. (2010). The mental image of the Islamic University Student Council among female students: A field study. Gaza.
Shams, S., & Mar’i, M. (2004). The image of the Kingdom of Saudi Arabia in the Egyptian press: A survey study of newspapers and magazines. Paper, Annual Media Forum, Riyadh, Saudi Arabia.
Stoner, James A. F. (1982). Management (Second Edition), Prentice-Hall.
Suweif, M. (2000). Psychological studies in creativity and reception (1st ed.). Al-Dar Al-Masriya Al-Lubnaniya, Cairo, Egypt.
The New Lexicon Webster’s Dictionary of English Language, Deluxe Encyclopedic Edition, Lexicon Publication Inc., Danbury, CT.
Time Data Company (2025). Everything You Need to Know About Visual Identity, https://datatime4it.com/everything-you-need-to-know-about-visual-identity.
Upshaw, L. B. (1995). Building Brand Identity: A Strategy for Success in Hostile Marketplace. John Wiley & Sons, New York.
Wallenklint, Joakim (1998). Brand Personality as A Way of Developing and Maintaining Swedish Brands, Master Thesis, Lulea Tekniska Universitat, Sweden.
Wheeler, A. (2017). Designing Brand Identity, Wiley.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Mohamed Satour
This work is licensed under a Creative Commons Attribution 4.0 International License.
