An evaluation of visual narrative strategies in brand communications on market positioning: Evidence from a design firm in Kano, Nigeria.
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- Table of Content: Available
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- NGN 5000
Background of the study
Visual narrative strategies in brand communications combine visual elements and storytelling techniques to create compelling brand messages. For design firms in Kano, these strategies are pivotal in shaping market positioning by conveying creativity, innovation, and a distinctive design philosophy (Adewale, 2023). Through the use of high-quality images, videos, infographics, and dynamic digital content, design firms articulate their brand story in a visually appealing manner that captures the audience’s attention. This approach not only enhances brand recall but also differentiates the firm from competitors by establishing a unique aesthetic identity. Visual narratives serve as a powerful tool in communicating complex ideas succinctly and emotionally, thereby influencing consumer perceptions and market positioning. Digital platforms enable these visual strategies to be disseminated widely, further reinforcing the brand’s presence in the market. This study evaluates the impact of visual narrative strategies on market positioning, examining how these techniques contribute to a strong, differentiated brand image and influence consumer perceptions in the competitive design industry.
Statement of the problem
Although visual narrative strategies are widely recognized for their impact on brand communications, there is limited empirical evidence on how these strategies affect market positioning for design firms in Kano. Many firms invest in sophisticated visual content without a clear understanding of which narrative elements most effectively differentiate their brand (Adewale, 2023). Inconsistencies in visual messaging and challenges in measuring the impact on consumer perceptions further complicate the evaluation process. This study seeks to address these gaps by investigating the relationship between visual narrative strategies and market positioning, identifying key elements that drive differentiation, and discussing obstacles to effective implementation.
Objectives of the study:
To evaluate the impact of visual narrative strategies on market positioning.
To identify key visual elements that enhance brand differentiation.
To propose recommendations for optimizing visual storytelling in brand communications.
Research questions:
How do visual narrative strategies influence market positioning?
What visual elements are most effective in differentiating a design firm?
What challenges affect the execution of visual narratives?
Significance of the study
This study is significant as it provides insights into how visual narrative strategies can enhance market positioning for design firms in Kano. The findings will help marketers optimize visual storytelling techniques to build a strong, differentiated brand image, leading to improved competitive advantage (Adewale, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Visual Narrative Strategies: The use of visual elements to tell a brand story.
Market Positioning: The process of establishing a brand’s identity relative to competitors.
Design Firm: A company specializing in creative and visual design services.
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