The role of visual culture in brand identity and communication

: a case study of Loewe

Abstract

This research conducted in this dissertation aimed to analyze how a modern brand utilizes visual practices in its activities, contributing to a broader social and cultural discourse. For this purpose, we developed a case study of the luxury brand Loewe, in which its visual content analysis was executed. The topic of visual culture is explored along with its historical development and contemporary social applications, focusing on complex dynamics of visuality from the viewpoints of art, culture, society, and business activities. In the second part, modern media theory, with an emphasis on the complex process of message formation and interpretation, and the theory of contemporary art as the key domain for broad social discourse, are researched. This is especially significant in the realm of advertising and branding, as brands today are intertwined with these multifarious cultural conversations. Branding theory itself is covered in the third part of the theoretical framework, as we discuss the role of visual entities in shaping brand identity and communications, notion of contemporary luxury and cultural narratives behind storytelling. The methodology part sets the direction for a case study, explaining the research purpose and coining a definitive research question. The research concludes with a practical exploration of the Spanish luxury brand Loewe as a case study, presenting how a modern brand builds its visual narrative, operates with cultural and artistic influences, and positions itself within a global cultural context. This study demonstrates the vibrant and ongoing connection between the cultural background of the past and contemporary culture and suggests that Loewe strategically uses visual content in its branding to reflect evolving societal values and reinterpret cultural heritage within the modern socio-cultural context.

Date of Award	22 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nelson Ribeiro (Supervisor) & Diana Gonçalves (Co-Supervisor)