Journal of Graphic Engineering and Design

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Vol. 9 No. 2 (2018): JGED - December 2018
Preliminary report

A research on the use of metaphor design in promoting brand identity

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  • Bahram Ipaki,
  • Yazdan Movahedi,
  • Parisa Jourabchi Amirkhizi
Bahram Ipaki
Tabriz Islamic Art University, Faculty of Islamic Design, Tabriz, Iran
Yazdan Movahedi
Tabriz Islamic Art University, Faculty of Islamic Design, Tabriz, Iran
Parisa Jourabchi Amirkhizi
Tabriz Islamic Art University, Faculty of Islamic Design, Tabriz, Iran
DOI: https://doi.org/10.24867/JGED-2018-2-017

Published 2018-12-01

abstract views: 46 // Full text article (PDF): 52


Keywords

  • metaphor design,
  • peak shif,
  • branding

How to Cite

Ipaki, B., Movahedi, Y., & Jourabchi Amirkhizi, P. (2018). A research on the use of metaphor design in promoting brand identity. Journal of Graphic Engineering and Design, 9(2), 17–20. https://doi.org/10.24867/JGED-2018-2-017

Copyright (c) 2018 © 2018 Authors. Published by the University of Novi Sad, Faculty of Technical Sciences, Department of Graphic Engineering and Design. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution license 3.0 Serbia.

Creative Commons License

This work is licensed under a Creative Commons Attribution 3.0 Unported License.

Abstract

  • Every new brand which competes and increases its market share needs some tools and methods to be applied to its products. The objective of this research is to investigate the use of metaphor as a tool for peak shift effect and its impact on memory, which can be effective in promoting brand identity from a customer perspective. In this respect, this research uses a combination of memory test and comparison of two objects method. Therefore, the research method was according to environment specifications. The results indicated that the products having metaphor in comparison to products with no metaphor has an effective role in peak shift and image persistence and its name in user’s mind. In conclusion, the brand identity can be promoted in a variety of ways, among which the design of metaphor, which is related to product design and graphic design, is one of these ways.

 

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