Analysis of the Most Valuable Graphic Brands
A Comparison of Leading Global Corporations and Elite Professional Football Clubs
DOI:
https://doi.org/10.62161/sauc.v12.6241Keywords:
Visual identity, graphic marks, branding, attention economy, brand communication, corporate brands, football clubsAbstract
In the context of the attention economy, corporate visual identity has become a key strategic asset for brand differentiation. This study aims to compare the graphic brands of the world's most valuable corporations and professional football clubs. To this end, a systematic quantitative content analysis is conducted on a sample of 120 brands, based on plastic, iconic and linguistic variables. The results reveal two distinct visual models: a corporate model characterised by simplification and standardisation, and a football model defined by greater symbolic complexity. The study concludes that these two models reflect different strategic and cultural logics within contemporary branding.
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