How brand visual aesthetics foster a transnational imagined community

Purpose The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use brands embedded with Middle Eastern visual aesthetics as a research context. As such, the study aims to examine how Middle Eastern non-figurative art is used by non-Middle Eastern brands to foster an imagined Middle Easternness. Design/methodology/approach Through a critical visual analysis, the authors apply a visual social semiotic approach to Middle Eastern art canons to better understand the dimensions of transnational imagined communities. Findings The study finds and discusses six sub-dimensions of Middle Easternness, which compose two overarching dimensions of TIC, namely, temporal and spatial. These sub-dimensions provide brand managers and designers with six different ways to foster transnational imagined communities through the use of visual aesthetic referents in branding. Originality/value Prior studies have primarily focussed on how visual aesthetics help in understanding issues related to national identity. In contrast, this paper examines the use of visual aesthetics in branding from a transnational perspective.