Research on Data-Driven Visual Element Positioning and Brand Impact Analysis Methodology

Abstract

Visual element positioning is the main soul of a brand, which can directly give the public the brand identity from the appearance impression and can play an icing on the cake for the enhancement of brand influence. In this paper, we collect consumers’ online review data and preprocess the data, extract the keywords of visual element positioning and brand influence using the TF-IDF algorithm, and then analyze consumers’ sentiment scores for each dimension using the sentiment value calculation method. Finally, a multiple-step regression model is constructed based on correlation analysis and data-driven analysis to analyze the relationship between visual element positioning and brand influence. The results show that there is a significant positive correlation between the visual element positioning of the sign and each dimension of brand influence (r>0, P<0.05). And the logo design (P=0.010<0.05) and auxiliary graphic design (P=0.000<0.05) in visual element positioning can have a significant positive impact on brand purchase tendency and brand identity. This paper shows that visual element positioning can promote the development of brand products, provide a reference for good and accurate image positioning of the brand, help improve the brand value and uniqueness, and then improve the brand influence.

Keywords

• tf-idf
• data-driven
• correlation
• multiple stepwise regression
• brand influence
• 03d78