A Study on the Visual Performance of Brand Marketing

Abstract

With the development of brand marketing around the world, construct visual brand image has become a key issue. Because of current image context, the visual performance is an important communication method in branding. Customers usually pay a lot of attention on visual image in brand marketing. It connects both with the visual image of product and the visual image of advertising in mass communications. Therefore, we should construct a visual communication context and brand visual performance according to human consumption behavior. Actually, brand visual performance refers many factors including the design of a product , package of a product, public relation strategy and communication of the brand. Obviously, visual performance of brand marketing is a very complex system. Package and advertising provides us a different dimensionality for visual performance of branding. Unfortunately, Due to a variety of media objects, fragmentation of visual communication led to vague cognition of brand image for the audience, which had caused great negative impact on brand construction of marketing.