Gastal, ManuelaOliveira, FernandoRaposo, Daniel2025-01-032024GASTAL, M. ; OLIVEIRA, F.J.M.S. ; MARTINS, D.R. (2025) - Imagery analysis requirements in the context of brand visual language: The case of Fiat Mobi. In RAPOSO, D. [et al.] (eds) - Advances in Design, Music and Arts III. EIMAD 2024. Springer, Cham. Vol 49, n.º 1, p. 205-213. DOI: https://doi.org/10.1007/978-3-031-73705-3_15978-3-031-73704-6http://hdl.handle.net/10400.11/9264Image has been studied from various disciplines, persisting the lack of studies on the role of imagery in the symbolic repertoire or creation of brand meaning and to brand communication. This research seeks to establish connections between a brand’s imagery and its personality in order to provide parameters that may contribute to defining the photographic aesthetics for the visual language of a particular brand. This article addresses the automotive industry context and is based on a literature review and case studies for a systematic analysis of Fiat Mobi’s imagery, aiming to explore the elements present in photographic representation that intertwine with the brand’s DNA and narratives to define some points of contact that can help reinforce these strategic properties, as well as to generate habits of recording the image in a particular business unit. The results of the study consist of identifying parameters for analyzing brand imagery and demonstrating their applicability for monitoring and evaluating the suitability and function of images in brand communication.engAutomotive brandsBrand personalityBrand visual languageBrand imagery/photographybook part10.1007/978-3-031-73705-3_15