The role of metaphor in conveying brand identity

Abstract

Metaphors are powerful communication devices. They help us consider new ideas or concepts in a relatable way. In order to better understand the brand a metaphor can be used in a brand name or as part of a tagline. By choosing a culturally familiar symbol as a representation of your brand, you can create a deeper meaning that resonates with the people important to your brand. The metaphor thus shapes the way we interact with the brand.

Hence the importance of the research in focusing on the role of metaphor in conveying the brand identity.