Abstract Purpose — The purpose of this thesis is to find how visual identity components impact on the sales of H&M. Through the establishment of a theoretical model. Methodology/approach — Base on the model, the thesis used qualitative research and quantitative research method. The qualitative research method referred to the interview with H&M managers. The quantitative research method referred to questionnaires for 120 customers and the Eviews analysis software. Eviews analysis software was used to analyze the mathematical relationship between the visual identity components and H&M sales. Findings —Through the analysis of the questionnaire and interviews, the thesis found that logotype and/or symbol, advertising and storefront were more important components for H&M sales among the eleven visual identity components. By the Eviews analysis software, the thesis analyzed and found the quantitative relationship between these three visual identity components and the sales revenue of H&M. Research limitations — First of all, the literature on the study of the visual identity for the company is rare. Second, the result of H&M’s analysis may not be applied to all brands. Originality/value —The results showed that H&M can invest more on these three important visual identity components we identified to increase their sales revenue. This is a more effective way for brand awareness. At the same time, this paper fills the gaps in the related articles. The thesis is a detailed research of the important visual identity components impacting on the company. Keywords — Visual identity, Visual identity components, Advertising, Logotype, Storefront Paper type: Research paper

In 1990, Germany once again became a reunited country after the collapse of the socialistic German Democratic Republic [GDR]. Although most of the East Germans were positive about the reunification, the consequences of their transformation into the West German system came as a shock to many. The current study examines what successful and unsuccessful socialization processes look like, how identities are constructed, and why work, family, and free-time activities are important. More specifically, the study focuses on what these elements looked like in the GDR. Research shows that many East Germans had troubles adjusting to the new type of society after the reunification. Together, the results of this study demonstrate that there are still significant differences on several factors between East and West Germans today. Discrepancies continue to exist in integration and work, with the unemployment rate in the East of Germany still being higher than in the West. In terms of identity construction, even after 20 years since the reunification (in 2009) over 50% of the East Germans still identified themselves as “East Germans” rather than “Germans”. Values also differ, with East Germans tending to value social security more than West Germans and maintaining higher expectations for the involvement of the government. These differences can be traced back to socialistic socialization processes in East Germans and shows how the GDR continues to affect the identities and integration of East Germans.