Visual hammer applications in clothing sector

Success factor of companies depends on their competition power in the market. Competitiveness of companies is based on impressing customers via products and brands as well as the properties of their products. Positive image in the eyes of customers, on the one hand, generates customer loyalty and on the other hand has a significant influence on brand recognition and identity. Creating a strong brand is possible by designing an effective brand identity and performing it. In order to ensure permanence of a brand, a visual identity which recalls the brand is needed. This identity defines perception of customers and the relationship between that brand and its customers. Five companies are determined and compared within this research according to their visual elements and ways used to convey their message to consumers. Moreover, a survey is conducted with 341 people in the city of Izmir to reflect the perceptions of consumers.