VISUAL BRAND INDENTITY AND ITS INFLUENCE ON CONSUMER BEHAVIOUR

The aim of this Bachelor's thesis is to explain the role and influence of brand and its visual identity on consumer behaviour. Visual identity of a brand consists of all its visible attributes such as design, logo, colours and all types of external communication. Creating a strong visual identity is of crucial importance for the success of the brand. Well designed, it creates positive emotions; sympathy, trust and security. Thus, visual identity of the brand plays a great role in consumer decision making process. In this research paper we wish to examine whether the brand and its visual characteristics influence consumer purchasing behavior, and to investigate the issue of consumer perception of branded products and their relationship with brands. For the purpose of this research paper, a survey on the topic: “Brand and its visual identity on consumer behavior” was conducted on a sample of 40 respondents in the city of Knin. The thesis also deals with theoretical aspects related to the research topic