ANALYZING THE ROLE OF BRAND IDENTITY ELEMENTS IN SHAPING CONSUMER PERCEPTION: A REVIEW STUDY OF CULTURAL HERITAGE BRANDING IN TOURISM DESTINATION

Abstract

This research aims to analyze how brand identity elements-such as name, logo, characters, slogans, and packaging-contribute to building a recognizable and authentic brand identity. The introduction defines the term "brand," examines the key elements of brand identity with examples of best practices, and discusses the importance of brand identity in today's business and marketing landscape. The study explores visual elements and language used in communication, as well as the concept of brand personality and its impact on consumer perception. The second part focuses on creating a new brand for a tourist destination.