iCOMES2014-Bandung, Indonesia 1 Media and Public Perception towards RMP: Examining the Visual Communication Effectiveness in Supporting Brand Image and Identity Azlizan Jamaludin*, Wan Zamani W. Zakaria**, Effendi Main*** **Universiti Teknologi MARA,Malaysia azlizanjamaludin@gmail.com **University Sains Malaysia wanzek_ad@yahoo.com *** Universiti Utara Malaysia fendim8177@gmail.com Abstract This study reports the factors effecting the media and public perceptions of image building and identity towards Royal Malaysian Police forces. The research targets of this study include respondents from public and from members of RMP‟s. The results suggest that corporate image was significantly related to the branding, perception and visual identity of the organizations which increases confidence towards the public and the police forces. However, findings of some studies are not significantly related to those three factors that‟s brings down the motivational, confidence and commitment level of how police forces should stands. Drawing on a survey from the public and police forces, together with data gathered from interviews, the anticipated results of this study has provided beneficial remarks in supporting the image culture of RMP in the development of sustainable branding whilst maintaining its professional standards across the organizations. Keywords: RMP, image branding, visual identity, visual perception 1. Introduction According to Dowler (2003), public knowledge of crime and justice is largely derived from the media. The media impact plays a significant effect on how the public sees the involvement of police forces which reflect the perception of the society towards the law enforcement. As a means of mass communication, the social media is especially important when discussing the public perceptions of the police forces which provide the brand image and visual identity which highly extends the representation and characterization of an organization. As today‟s world is visual, the media exposure creates a distinctive signature that shapes the view of public towards the police forces to even more effective. However, these perceptions can sometimes be under estimated. Existing research found that the perception of society and community on the image branding of police forces across the country wide is still negligible (Gallagher, Maguire, Mastrofski & Reisig, 2001). Citizens perceived the police forces as laws which created to serves as a protector in crime and the ability to prevent and solve problems (Margolis, 2004; Brown & Bennedict, 2002). At the same time, the citizens‟ wants to know that they can trust the police, and rely on them to be when they are needed the most. While other minority‟s judges the police as biased and how they were treated depends on the law enforcements. As brand image and identity play a