InfoSys 2025 Congress
March 09, 2025 to March 13, 2025 - Lisbon, Portugal

  • ICNS 2025, The Twenty-Second International Conference on Networking and Services
  • ICAS 2025, The Twenty-Second International Conference on Autonomic and Autonomous Systems
  • ENERGY 2025, The Fifteenth International Conference on Smart Grids, Green Communications and IT Energy-aware Technologies
  • WEB 2025, The Thirteenth International Conference on Building and Exploring Web Based Environments
  • DBKDA 2025, The Seventeenth International Conference on Advances in Databases, Knowledge, and Data Applications
  • SIGNAL 2025, The Tenth International Conference on Advances in Signal, Image and Video Processing
  • BIOTECHNO 2025, The Seventeenth International Conference on Bioinformatics, Biocomputational Systems and Biotechnologies
  • AIHealth 2025, The Second International Conference on AI-Health

InfoWare 2025 Congress
March 09, 2025 to March 13, 2025 - Lisbon, Portugal

  • ICCGI 2025, The Twentieth International Multi-Conference on Computing in the Global Information Technology
  • ICWMC 2025, The Twenty-Second International Conference on Wireless and Mobile Communications
  • VEHICULAR 2025, The Fourteenth International Conference on Advances in Vehicular Systems, Technologies and Applications
  • INTERNET 2025, The Seventeenth International Conference on Evolving Internet
  • COLLA 2025, The Fifteenth International Conference on Advanced Collaborative Networks, Systems and Applications
  • INTELLI 2025, The Fourteenth International Conference on Intelligent Systems and Applications
  • VISUAL 2025, The Tenth International Conference on Applications and Systems of Visual Paradigms
  • HUSO 2025, The Eleventh International Conference on Human and Social Analytics
  • BRAININFO 2025, The Tenth International Conference on Neuroscience and Cognitive Brain Information

DataSys 2025 Congress
April 06, 2025 to April 10, 2025 - Valencia, Spain

  • AICT 2025, The Twenty-Second Advanced International Conference on Telecommunications
  • ICIW 2025, The Twentieth International Conference on Internet and Web Applications and Services
  • ICIMP 2025, The Twentieth International Conference on Internet Monitoring and Protection
  • SMART 2025, The Fourteenth International Conference on Smart Cities, Systems, Devices and Technologies
  • IMMM 2025, The Fifteenth International Conference on Advances in Information Mining and Management
  • INFOCOMP 2025, The Fifteenth International Conference on Advanced Communications and Computation
  • MOBILITY 2025, The Fifteenth International Conference on Mobile Services, Resources, and Users
  • SPWID 2025, The Eleventh International Conference on Smart Portable, Wearable, Implantable and Disability-oriented Devices and Systems
  • ACCSE 2025, The Tenth International Conference on Advances in Computation, Communications and Services

ComputationWorld 2025 Congress
April 06, 2025 to April 10, 2025 - Valencia, Spain

  • SERVICE COMPUTATION 2025, The Seventeenth International Conference on Advanced Service Computing
  • CLOUD COMPUTING 2025, The Sixteenth International Conference on Cloud Computing, GRIDs, and Virtualization
  • FUTURE COMPUTING 2025, The Seventeenth International Conference on Future Computational Technologies and Applications
  • COGNITIVE 2025, The Seventeenth International Conference on Advanced Cognitive Technologies and Applications
  • ADAPTIVE 2025, The Seventeenth International Conference on Adaptive and Self-Adaptive Systems and Applications
  • CONTENT 2025, The Seventeenth International Conference on Creative Content Technologies
  • PATTERNS 2025, The Seventeenth International Conference on Pervasive Patterns and Applications
  • COMPUTATION TOOLS 2025, The Sixteenth International Conference on Computational Logics, Algebras, Programming, Tools, and Benchmarking
  • BUSTECH 2025, The Fifteenth International Conference on Business Intelligence and Technology
  • AIVR 2025, The Second International Conference on Artificial Intelligence and Immersive Virtual Reality

NexComm 2025 Congress
May 18, 2025 to May 22, 2025 - Nice, France

  • ICDT 2025, The Twentieth International Conference on Digital Telecommunications
  • SPACOMM 2025, The Seventeenth International Conference on Advances in Satellite and Space Communications
  • ICN 2025, The Twenty-Fourth International Conference on Networks
  • ICONS 2025, The Twentieth International Conference on Systems
  • MMEDIA 2025, The Seventeenth International Conference on Advances in Multimedia
  • PESARO 2025, The Fifteenth International Conference on Performance, Safety and Robustness in Complex Systems and Applications
  • CTRQ 2025, The Eighteenth International Conference on Communication Theory, Reliability, and Quality of Service
  • ALLDATA 2025, The Eleventh International Conference on Big Data, Small Data, Linked Data and Open Data
  • SOFTENG 2025, The Eleventh International Conference on Advances and Trends in Software Engineering

DigitalWorld 2025 Congress
May 18, 2025 to May 22, 2025 - Nice, France

  • ICDS 2025, The Nineteenth International Conference on Digital Society
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  • GEOProcessing 2025, The Seventeenth International Conference on Advanced Geographic Information Systems, Applications, and Services
  • eTELEMED 2025, The Seventeenth International Conference on eHealth, Telemedicine, and Social Medicine
  • eLmL 2025, The Seventeenth International Conference on Mobile, Hybrid, and On-line Learning
  • eKNOW 2025, The Seventeenth International Conference on Information, Process, and Knowledge Management
  • ALLSENSORS 2025, The Tenth International Conference on Advances in Sensors, Actuators, Metering and Sensing
  • SMART ACCESSIBILITY 2025, The Tenth International Conference on Universal Accessibility in the Internet of Things and Smart Environments

IARIA Congress 2025, The 2025 IARIA Annual Congress on Frontiers in Science, Technology, Services, and Applications
July 06, 2025 to July 10, 2025 - Athens, Greece

DigiTech 2025 Congress
July 06, 2025 to July 10, 2025 - Athens, Greece

  • DIGITAL 2025, Advances on Societal Digital Transformation
  • IoTAI 2025, The Second International Conference on IoT-AI
  • GPTMB 2025, The Second International Conference on Generative Pre-trained Transformer Models and Beyond

NexTech 2025 Congress
September 28, 2025 to October 02, 2025 - Lisbon, Portugal

  • UBICOMM 2025, The Nineteenth International Conference on Mobile Ubiquitous Computing, Systems, Services and Technologies
  • ADVCOMP 2025, The Nineteenth International Conference on Advanced Engineering Computing and Applications in Sciences
  • SEMAPRO 2025, The Nineteenth International Conference on Advances in Semantic Processing
  • AMBIENT 2025, The Fifteenth International Conference on Ambient Computing, Applications, Services and Technologies
  • EMERGING 2025, The Seventeenth International Conference on Emerging Networks and Systems Intelligence
  • DATA ANALYTICS 2025, The Fourteenth International Conference on Data Analytics
  • GLOBAL HEALTH 2025, The Fourteenth International Conference on Global Health Challenges
  • CYBER 2025, The Tenth International Conference on Cyber-Technologies and Cyber-Systems

SoftNet 2025 Congress
September 28, 2025 to October 02, 2025 - Lisbon, Portugal

  • ICSEA 2025, The Twentieth International Conference on Software Engineering Advances
  • ICSNC 2025, The Twentieth International Conference on Systems and Networks Communications
  • CENTRIC 2025, The Eighteenth International Conference on Advances in Human-oriented and Personalized Mechanisms, Technologies, and Services
  • VALID 2025, The Seventeenth International Conference on Advances in System Testing and Validation Lifecycle
  • SIMUL 2025, The Seventeenth International Conference on Advances in System Simulation
  • SOTICS 2025, The Fifteenth International Conference on Social Media Technologies, Communication, and Informatics
  • INNOV 2025, The Fourteenth International Conference on Communications, Computation, Networks and Technologies
  • AISyS 2025, The Second International Conference on AI-based Systems and Services

SocSys 2025 Congress
October 26, 2025 to October 30, 2025 - Barcelona, Spain

NetWare 2025 Congress
October 26, 2025 to October 30, 2025 - Barcelona, Spain

  • SENSORCOMM 2025, The Nineteenth International Conference on Sensor Technologies and Applications
  • SENSORDEVICES 2025, The Sixteenth International Conference on Sensor Device Technologies and Applications
  • SECURWARE 2025, The Nineteenth International Conference on Emerging Security Information, Systems and Technologies
  • AFIN 2025, The Seventeenth International Conference on Advances in Future Internet
  • CENICS 2025, The Eighteenth International Conference on Advances in Circuits, Electronics and Micro-electronics
  • ICQNM 2025, The Nineteenth International Conference on Quantum, Nano/Bio, and Micro Technologies
  • FASSI 2025, The Eleventh International Conference on Fundamentals and Advances in Software Systems Integration
  • GREEN 2025, The Tenth International Conference on Green Communications, Computing and Technologies
  • HEALTHINFO 2025, The Tenth International Conference on Informatics and Assistive Technologies for Health-Care, Medical Support and Wellbeing

TechWorld 2025 Congress
October 26, 2025 to October 30, 2025 - Barcelona, Spain

 


ThinkMind // IoTAI 2024, The First International Conference on IoT-AI // View article iotai_2024_1_40_20015


Deciphering Brand Identity from package: Visual Feature Analysis through Convolutional Neural Networks

Authors:
Asaya Shimojo
Shoichi Uratani

Keywords: Grad-CAM, Brand Identity, Visual Identity, Package Design, Consumer Recognition

Abstract:
Many brands traditionally rely on qualitative methods to design their product packaging, leaving uncertainties about the consistency of brand identity across different packages. This study leverages machine learning to quantitatively extract and analyze design elements that resonate with consumers’ perception of brand identity. Specifically, we employed Grad-CAM, an interpretative method for Convolutional Neural Networks (CNNs), to identify crucial visual features—termed Visual Identities—within the middle layers of a model trained on specific brand package images. These features were analyzed to determine their influence on package classification and their alignment with human perception of brand identity. Our findings demonstrate that the machine learning approach approximates human perception closely, providing a novel quantitative method to enhance and maintain brand identity. Additionally, we quantified the contribution of each identified Visual Identity to overall brand recognition, offering a more systematic approach to understanding and preserving a brand’s distinctiveness that has traditionally been handled qualitatively.

Pages: 13 to 18

Copyright: Copyright (c) IARIA, 2024

Publication date: June 30, 2024

Published in: conference

ISBN: 978-1-68558-183-1

Location: Porto, Portugal

Dates: from June 30, 2024 to July 4, 2024

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