Research on Multidimensional Communication Strategies for Brand Building

Xintian Li

doi:10.54254/2753-7064/2025.LC26285

Communications in Humanities ResearchOpen access

Research on Multidimensional Communication Strategies for Brand Building

Research Article

Open Access

Research on Multidimensional Communication Strategies for Brand Building

Xintian Li ^1*

¹ University of Toronto

^*Corresponding author: xintian.li@mail.utoronto.ca

Published on 27 August 2025

CHR Vol.76

ISSN (Print): 2753-7072

ISSN (Online): 2753-7064

ISBN (Print): 978-1-80590-146-4

ISBN (Online): 978-1-80590-284-3

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Abstract

In an era of information overload and increasingly fierce market competition, brand building has become the core driving force for companies to capture consumers’ attention. This paper explores brand symbolism, packaging aesthetics, and moral and emotional values as its three main research themes. First, through the semiotic interpretation of brand naming, logo design and slogan language, it reveals how it works on consumer’ cognitive system and enhances brand recognition and emotional connection; second, it focuses on the aesthetics of packaging and discusses the stimulation mechanism of the visual experience on impulsive consumption and individual identity; and third, it combines the emotional narrative and brand moral marketing strategy to demonstrate the social function of brand as a carrier of cultural and ethical values. In terms of research methodology, this paper integrates the literature review and selects typical cases such as “Pop Mart”, “Coca-Cola”, and “Adopt a Cow” for analysis. The results show that the synergistic application of brand symbolism and packaging, as well as the continuous practice of ethical values, can significantly enhance buyer’ love and loyalty to the brand. The study concludes that brand success no longer relies on a single communication technique, but needs to incorporate multiple dimensions, such as visual, verbal, emotional, and cultural, in order to build multi-level cognitive and perceptual connections.

Keywords:

Branding, logo, slogan, packaging aesthetics, brand ethics

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References

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References

[1]. Motoki, K., Iseki, S. and Pathak, A. (2025) Sounds cute: Exploring the role of sound reduplication in brand names. International Journal of Research in Marketing. Advance online publication.

[2]. Lencastre, P.D., Machado, J.C. and Costa, P. (2023) The effect of brand names and logos’ figurativeness on memory: An experimental approach. Journal of Business Research, 164, Article 113944.

[3]. Tang, Q., Huang, X. and Zhang, K.J. (2025) Simple or complex logos? The impact of logo complexity on brand luxuriousness perception. International Journal of Research in Marketing.

[6]. Koksal, D., Koskie, M.M. and Locander, W.B. (2025) Aesthetic appeal’s role in consumers’ identity and impulse purchases. Journal of Retailing and Consumer Services, 87.

[7]. Li, F. and Zhu, Y.Y. (2020) The effect of implicit design cues in brand identity on consumers’ creative brand perceptions. Journal of Techno-Economic, 39(10), 10.

[11]. Nocke, V. and Strausz, R. (2021) Collective brand reputation. Journal of Political Economy, 131(1), 1–58.

Cite this article

Li,X. (2025). Research on Multidimensional Communication Strategies for Brand Building. Communications in Humanities Research,76,6-12.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICADSS 2025 Symposium: Art, Identity, and Society: Interdisciplinary Dialogues

ISBN: 978-1-80590-146-4(Print) / 978-1-80590-284-3(Online)

Editor: Ioannis Panagiotou, Yanhua Qin

Conference website: https://2025.icadss.org/Lincoln.html

Conference date: 22 August 2025

Series: Communications in Humanities Research

Volume number: Vol.76

ISSN: 2753-7064(Print) / 2753-7072(Online)

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