The relationship between the brand's visual identity data within integrated marketing communications and the quality of visual perception among the Egyptian public

The study examines the integrative role of the visual given within the promotional message by tracking the visual presence of the philosophy of integrated marketing communications by emphasizing the emergence and consistency of the symbols that cross the elements of promotional activities and the advantages it achieves. Hence, the study's interest is focused on examining the role of advertising in enhancing the visual identity of the brand, and testing the relationship between clarity and perceived consistency of the elements of that visual identity and the quality of visual perception among the Egyptian public.
 The analytical study community (which employed content analysis) is represented in the marketing communications of brands, while the sample was deliberate consisting of 6 printed advertisements for six brands in which the conditions of diversity are met in the levels of clarity and consistency of the elements of visual identity.
The field study community is represented by the Egyptian public of both sexes, while it is represented in the sample by 238 single Egyptians of both sexes who have received at least a high level of education, and the ages of the respondents in the field study sample range between 18 and 55 years.
The results of the study showed that the visual culture of the Egyptian public acts as a determinant in the relationship between the clarity of the elements of the visual identity of the brand within the advertisement and the quality of visual perception represented in the speed of visual recognition of the trademark, the speed of understanding the central idea of the advertisement, and the speed of setting the value contained within the advertisement.