Marken- und Produktmanagement

Design and Brand

The Influence of Product Form on the Formation of Brands

Authors: Kreuzbauer, Robert

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eBook $54.99
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  • ISBN 978-3-322-89189-1
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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 authors

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.

Table of contents (6 chapters)

Buy this book

eBook $54.99
price for USA (gross)
  • ISBN 978-3-322-89189-1
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $69.99
price for USA
  • ISBN 978-3-8244-7594-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Design and Brand
Book Subtitle
The Influence of Product Form on the Formation of Brands
Authors
Series Title
Marken- und Produktmanagement
Copyright
2002
Publisher
Deutscher Universitätsverlag
Copyright Holder
Deutscher Universitäts-Verlag GmbH, Wiesbaden
eBook ISBN
978-3-322-89189-1
DOI
10.1007/978-3-322-89189-1
Softcover ISBN
978-3-8244-7594-0
Edition Number
1
Number of Pages
XVIII, 228
Topics