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Table of contents (6 chapters)
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Front Matter
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Back Matter
About this book
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.
About the author
Bibliographic Information
Book Title: Design and Brand
Book Subtitle: The Influence of Product Form on the Formation of Brands
Authors: Robert Kreuzbauer
Series Title: Marken- und Produktmanagement
DOI: https://doi.org/10.1007/978-3-322-89189-1
Publisher: Deutscher Universitätsverlag Wiesbaden
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eBook Packages: Springer Book Archive
Copyright Information: Deutscher Universitäts-Verlag GmbH, Wiesbaden 2002
Softcover ISBN: 978-3-8244-7594-0Published: 28 March 2002
eBook ISBN: 978-3-322-89189-1Published: 08 March 2013
Edition Number: 1
Number of Pages: XVIII, 228
Topics: Business and Management, general