THE ART OF VISUAL MARKETING: LEVERAGING PHOTOGRAPHY FOR STRONGER BRANDING
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Abstract
This article discusses an international community engagement activity conducted at Kun Shan University, Taiwan, on
April 16, 2025, involving undergraduate students from the Faculty of Business. The program aimed to enhance students’
knowledge and practical skills in visual marketing by introducing the concept of evocative photography and its
significance in building strong brand identities. The workshop, titled "The Art of Visual Marketing: Leveraging
Photography for Stronger Branding," employed a participatory method through lectures, visual case studies, and
interactive demonstrations. Participants explored the psychological and emotional impact of photography in branding,
distinguishing between evocative and non-evocative imagery. The session emphasized the importance of authenticity,
storytelling, and visual composition in communicating brand values. Practical techniques for smartphone-based
photography were also introduced to empower students with accessible tools for content creation. The results showed
increased student engagement and understanding of how visual elements influence consumer perception and brand
connection. The initiative also fostered intercultural exchange and experiential learning by bringing together academic
and creative perspectives in a real-world context. In conclusion, the program effectively contributed to student
competency in visual communication and branding strategy while promoting international collaboration and knowledge
sharing in the field of marketing
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