VISUAL IDENTITY ELEMENTS USED BY PHARMACIES IN ROMANIA

In a highly competitive market, such as that of pharmacies in Romania, the elements of visual identity help to seduce consumers, to recognize the brand of a pharmacy, making it easier to recognize and more familiar to a consumer. The paper aims to identify the main elements of visual identity used on the Romanian pharmaceutical market and to determine the opinions, attitudes and perceptions of consumers regarding these elements. For this purpose, an exploratory analysis was performed combined with a quantitative market research.