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Design and Brand: The Influence of Product Form on the Formation of Brands

Kreuzbauer, R (2002) Design and Brand: The Influence of Product Form on the Formation of Brands Marken- und Produktmanagement . Deutscher Universitätsverlag. ISBN 978-3-322-89189-1

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Although the strategic importance of design for creating strong brands has been known for some time, studies on marketing have neglected to investigate the relationship between design and brand. On the basis of sign- and cognitive-scientific theories, Robert Kreuzbauer develops an approach to explain the influence of design on brand perception and the storage of brand knowledge. He integrates the latest theories on form perception and cognitive knowledge representation and shows how salient product form attributes (brand identifiers) shape the entire brand. The author also presents a detailed discussion of diverse methods for identifying salient brand design attributes.

Item Type: Book
Subjects : Marketing
Divisions : Surrey research (other units)
Authors :
Date : 2002
Copyright Disclaimer : © 2002 Deutscher Universitäts-Verlag GmbH, Wiesbaden
Uncontrolled Keywords : Business & Economics
Related URLs :
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:38
Last Modified : 23 Jan 2020 10:45

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