The Effect of Corporate Identity Visibility in Tire Sidewall Design on Brand Image and Preference: An Empirical Study Based on Brand Visual Identity; 타이어 사이드월 디자인의 CI 가시성이 브랜드 이미지와 선호 도에 미치는 영향: 브랜드 비주얼 아이덴티티 중심의 실증 분석

Abstract

Background This study empirically investigates how the logo size and layout configuration of corporate identity (CI) on tire sidewalls, key components of Brand Visual Identity (BVI), influence CI visibility, premium brand image, and ultimately brand preference, within the context of intensified competition in the rapidly growing electric vehicle (EV) market. Methods Kumho Tire was selected as the focal case, and experimental stimuli were developed based on two CI logo size conditions (large, small) and three layout configurations (2-part, 3-part, and 4-part). A total of 300 domestic car owners and vehicle managers participated in an online survey in which they evaluated CI visibility, premium brand image, and brand preference based on the presented design stimuli. Results Larger logo sizes significantly enhanced CI visibility and CI visibility positively influenced brand preference via the mediation of premium brand image. However, differences in layout configuration did not produce statistically significant effects on brand image or brand preference. Conclusions This study, grounded in Keller’s (1993) Brand Knowledge Structure Model, empirically confirms that CI visibility and logo size in tire sidewall design significantly influence brand preference, even in visually constrained product categories. These findings highlight the strategic value of CI-focused design in high-involvement markets such as EV tires. © 2025 Elsevier B.V., All rights reserved.