The Impact of Visual Image on Brand Communication: A Multi-Dimensional Interaction Model Analysis

Abstract

. In today's competitive business landscape, the brand's visual image plays a pivotal role in distinguishing enterprises from their competitors. Customizing and promoting a compelling visual image is essential for enterprises to establish their brand identity effectively. To enhance brand communication and achieve higher levels of success, this study delves into the impact mechanism of visual image on brand communication under the multi-dimensional interaction model. Employing the K-means clustering algorithm, we mine the multi-dimensional interaction index of visual image and brand communication. Subsequently, it constructs a comprehensive multi-dimensional interaction model that comprising eight key factors: communicator's attitude and ability, visual image content, communication means and channels, brand awareness, enterprise employee interaction quality, employee-customer interaction quality, enterprise-customer interaction quality, and customer satisfaction. To validate the model, it empirically analyze 10 enterprises as research subjects. The results of the empirical analysis demonstrate that when enterprises, employees, and customers establish a strong and positive interaction relationship, the communication effect of the brand becomes more favorable. High-quality visual images, effective communication methods, and strategic media usage effectively improve brand awareness. By unraveling the intricate interplay between visual image and brand communication, this study provides valuable insights for enterprises seeking to optimize their brand strategies. Understanding the critical factors and mechanisms driving successful brand communication empowers businesses to strengthen customer engagement, foster brand loyalty, and elevate their competitive standing in the marketplace.