An Analysis of Perceived Brand Identity Resulting from Brand Communication on Social Media

[Abstract] The present study aimed to determine how brands should represent themselves through communication on social media. Toward this end, the researchers proposed a brand identity analysis tool based on Kapferer's Brand Identity Prism model to identify how the relationships between brand identity elements vary across sociocultural content types. In addition, digital platforms feature hierarchical relationships across multimodal contexts; therefore, brands should evolve their brand visual representation methods to identify how they interact with consumers through storytelling strategies on social media. The study results show that fundamental changes in current brand-centric communication, primarily driven by platform and media environments, have been identified and could inform how to conduct more effective brand-centered strategies. Therefore, brands should consider how they represent their identities on social media and how to effectively interact with generations M and Z as they emerge as the primary target markets for many brands