Publication Date
Fall 2025
School
School of Communication; School of Visual and Performing Arts
Major
Communication Studies: Graphic Design; Studio and Digital Arts
Keywords
Graphic Design, Brand Strategy, Rebrand Strategy, Strategy Development and Implementation, Branding Initiative, Design Elements and Principles, Semiotics, Logo Development
Disciplines
Cognition and Perception | Graphic Communications | Graphic Design
Recommended Citation
Abell, Sara V., "Strategic Branding: The Critical Role of Brand Strategy for Successful Branding Initiatives" (2025).
Abstract
In the increasingly saturated world of branding, the ability to rise above the noise and establish meaningful connections with an audience is essential. This thesis explores the relationship between brand strategy development and successful branding outcomes. An initial review of relevant literature is conducted, focusing on the importance and creation of strategy. Further consideration is given to the unique challenges associated with rebranding efforts. The practical impact of brand and rebrand strategies is underscored through case studies across varying contexts. Following this, the implementation of strategy is discussed, with an emphasis on the role of design elements and principles in communicating with an audience. The final section synthesizes the preliminary research into creative application through a hypothetical rebrand scenario.
Included in
Cognition and Perception Commons, Graphic Communications Commons, Graphic Design Commons
