The Influence of Visual Identity Elements on the Creation of a Footwear Brand in Ghana

Brands are of vital importance for organisations to survive competition. Organisations need to create and maintain brands that deliver the right messages to connect with consumers. The study aimed at investigating visual identity elements' influence on footwear brand identity building. The required sample was drawn, using convenience, cluster and simple random sampling techniques. A questionnaire was used in the quantitative research design to collect the primary data from a sample of 400 consumers who made footwear purchases at Ghana's three biggest malls: Kumasi City Mall, Accra City Mall and Achimota Mall in the Ashanti and Greater Accra regions, respectively. The data were analysed using IBM-SPSS. The empirical results revealed that factors such as Sankofa brand name, logo C, colour yellow, slogan C and typography C were found to be statistically significant predictors of the new footwear brand. A new brand building model was developed and a recommended new footwear brand in Ghana was provided.