THE VISUAL IDENTITY OF THE BRAND AS A MECHANISM FOR PRODUCT PROMOTION: A CASE STUDY OF CONDOR ELECTRONICS COMPANY

This study aimed to analyze the role of the visual identity of a brand in promoting the products of an economic enterprise, with a focus on the level of customer perception of the various dimensions of this identity. The Algerian company "Condor" was chosen as an applied model by analyzing the components of its visual identity, namely: brand name, symbol, logo, and colors, and determining their promotional role. The study adopted a descriptive and analytical approach, using a questionnaire to collect data from a sample of 122 customers in the Wilaya of M'Sila, and the results were analyzed using SPSS V27. The findings showed that visual identity plays a fundamental role in the promotional process of the brand and in attracting customers, with colors having the most significant impact in forming customers' initial impressions. The study also revealed that Condor's customers moderately agreed on the importance of the visual identity across its four dimensions, except for colors, which received a high level of agreement due to their strong influence in drawing attention. This confirms the importance of adopting an integrated and well-thought-out visual identity within the communication strategy of institutions.