Introduction: The concept of “brand” in communication and marketing studies extends beyond a name or trademark and refers to a set of attributes and perceptions that the audience forms in their mind when encountering a product, service, or organization. In practice, a brand consists of various layers such as visual identity, symbolic meanings, communication methods, and the experiences derived from consumption. Over time and through interactions between the producer and the audience, the brand is consolidated.
Among these layers, visual identity is one of the first points of contact with the audience. Elements such as logos, colors, typography, and graphic style help the audience recognize a brand and distinguish it from other options. With the expansion of digital media, visual identity is no longer limited to static images, and through formats like motion graphics and dynamic visual narratives, it plays a more active role in conveying advertising messages and shaping the mental image of the audience.
In recent years, brand identity has emerged as a set of signs, mental associations, and visual identity that plays a pivotal role in distinguishing goods and services and establishing a lasting connection between producers and consumers. However, many Iranian brands face the challenge of weak, inconsistent visual identity formation, which reduces the effectiveness of their advertising and weakens their competitive position against foreign counterparts. One of the most important reasons for this situation is the limited and non-targeted use of the potential of digital media arts, especially motion graphics, in advertising strategies.
Motion graphics, as a visual language combining image, movement, time, and sound, is capable of conveying complex concepts in an understandable way and creating a dynamic and engaging experience for the audience. Therefore, it can play a significant role in shaping brand identity and strengthening the connection between the product and the consumer.
Methods: This research, using a descriptive-analytical approach based on surveys, examines how motion graphics can serve as an effective tool in constructing and representing brand identity and, through this, enhance consumers’ positive attitudes, purchase intention, and ultimately, the sales of Iranian products. The data were collected through a researcher-designed questionnaire, with the participation of three groups: consumers, market wholesalers, and brand owners. Five Iranian footwear brands were selected as case studies. The data were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling.
Findings: Based on the results of hypothesis testing, it appears that the findings confirm all hypotheses, suggesting that motion graphic advertising affects both the variables of attitude and purchase intention. In other words, the use of these advertisements stimulates the consumer’s positive attitudes and emotions while significantly influencing their purchase intention, which is a crucial stage before the actual purchase.
Based on these findings, strategic recommendations are provided as follows:
Identity and Advertising Strategies
Design a dynamic and integrated visual identity for Iranian brands using motion graphics.
Develop advertising content suited to digital media and social networks, focusing on visual appeal and user experience.
Integrate storytelling, metaphors, and music elements in motion graphic content to increase advertising effectiveness.
Proposed Policies and Programs
Develop a national guideline for digital advertising and visual media to enhance domestic brand identity.
Train and empower companies and wholesalers to use modern advertising tools effectively.
Establish inter-agency platforms between the Ministry of Culture and Islamic Guidance, the Ministry of Industry, Mines, and Trade, chambers of commerce, and educational institutions to coordinate and standardize content.
Effectiveness Assessment
Define metrics for measuring attitude and purchase intention, customer attraction and retention indicators, and advertising economic return.
Conduct periodic monitoring and evaluation of advertising to adjust strategies and improve content quality.
Resource Allocation and Executive Requirements
Allocate specific budgets for the production of creative and high-quality advertising content at national and regional levels.
Provide financial and technical support for domestic brands in producing motion graphic content.
Forecast potential implementation barriers, such as a shortage of specialized personnel, technological limitations, and organizational resistance, and develop strategies to address them.
National and Inter-agency Division of Labor
Coordinate the roles of government agencies, unions, and the private sector in advertising policy-making and implementation.
Utilize the capacities of educational and research institutions to develop creative content and standardize advertising production processes.
Conclusion: In summary, motion graphic advertising is not only a marketing tool for boosting sales, but it can also be used as a cultural-economic strategy to strengthen brand identity and national production. The successful implementation of these policies requires precise planning, appropriate resource allocation, inter-agency cooperation, and continuous monitoring to ensure its impact on consumer behavior and the domestic economy.