Thesis

Developing an assessment tool for brand identity, marketing strategy, and visual design in the context of small town businesses

This is the abstract portion of the thesis that I completed for my MA degree.

This thesis analyzes the potential use for a literature review and interviews as a source of information for successful small business strategies and design. This thesis also explores the idea of the development of an assessment tool to assist graphic designers and small community grocery stores. From the research gathered with the literature review and also the interviews conducted, a survey was developed, along with a brand identity, marketing strategy and visual design assessment tool that graphic designers can use to strengthen current strategies and also courses action to take to develop areas that are nonexistent.

This thesis will address the following research questions.
(1) Can a literature review and interviews be used as sources of information to identify successful brand identity, marketing strategies, and visual design?

(2) Can a tool be developed to measure and assess the current brand identity, marketing strategy, and visual design of a small business?

This thesis indicates that a literature review and interviews can be used as sources of information to identify successful brand identity, marketing strategies, and visual design; and how that is possible. The thesis also indicates that an assessment tool can be developed to measure and assess the current brand identity, marketing strategy, and visual design of a small business; along with giving future courses of action the graphic designer and small business owners/managers should take.

Thesis_Page

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