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Design and Brand

The Influence of Product Form on the Formation of Brands

  • Book
  • © 2002

Overview

Authors:
  1. Robert Kreuzbauer
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Part of the book series: Marken- und Produktmanagement (MPM)

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Table of contents (6 chapters)

  1. Front Matter

    Pages I-XVII
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  2. Introduction

    • Robert Kreuzbauer
    Pages 1-5

  3. Theoretical Part

    • Robert Kreuzbauer
    Pages 6-171

  4. Methods for Empirically Determining Brand Identifiers

    • Robert Kreuzbauer
    Pages 172-197

  5. Final Comments and Summary

    • Robert Kreuzbauer
    Pages 198-203

  6. Appendix

    • Robert Kreuzbauer
    Pages 204-204

  7. References

    • Robert Kreuzbauer
    Pages 205-228

  8. Back Matter

    Pages 229-229
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Keywords

About this book

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.

About the author

Dr. Robert Kreuzbauer promovierte bei Prof. Dr. Hans Mühlbacher am Institut für Wertprozessmanagement, Abteilung Marketing der Universität Innsbruck. Heute ist Berater bei der Kiska GmbH, einem führenden europäischen Design-Unternehmen.

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

  • 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

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