This research was conducted with the aim of identifying core and intermediate categories of brand visual identity and localizing them in the fashion and clothing industry. In terms of the governing research paradigm, the research method was pragmatism, and from the perspective of the objective, this study is considered a developmental research that has been carried out with a combination of qualitative and quantitative methods. In the first step of this study, which was dedicated to identification, the statistical population consisted of scientific articles related to the research topic indexed in reputable scientific databases worldwide. The statistical population of the second step of the research consisted of fashion and clothing industry experts and academic experts. In both steps, using purposive sampling, the selection of sample members was carried out, and 45 articles were selected to identify the core and intermediate categories of brand visual identity, and 27 industry and university experts were selected to localize these categories in the fashion and clothing industry based on the principle of theoretical adequacy. Data analysis revealed four core categories of brand visual identity, including fundamental structures, expressive and functional systems, objective and experiential manifestations, as well as guiding principles and ultimate goals. From a practical point of view, the proposed framework can be used as a guide for businesses active in the fashion and clothing industry to create a sustainable competitive advantage by strengthening visual identity