Building brand equity through visual brand identity in mobile apps: a systematic literature review

Mobile applications are increasingly integral to brand strategy, yet research has largely focused on usability and functionality, overlooking the impact of visual branding elements such as logo, typography, color scheme, and icon. While established brand equity models emphasize various brand-building factors, the role of visual brand identity in shaping user perceptions, engagement, and loyalty especially in mobile apps remains underexplored. This Systematic Literature Review (SLR) explores the role of visual brand identity in building brand equity within mobile applications. Drawing on established brand equity models, this study synthesizes existing literature to identify key visual branding elements that influence user perceptions, engagement, and loyalty. Findings highlight that a cohesive visual brand identity enhances brand awareness, trust, and emotional connection, ultimately strengthening brand equity. Additionally, integrating visual branding with user experience (UX) design fosters a seamless and immersive interaction that reinforces brand recognition. Despite growing interest in digital branding, research has yet to fully explore the impact of dynamic branding elements such as motion-based graphics and adaptive UI features on brand equity. This review highlights the need for empirical studies that examine how these evolving visual strategies shape consumer perceptions and engagement, offering insights for both academics and practitioners in mobile app branding.