Robert Kreuzbauer's Design and Brand: The Influence of Product Form on the PDF

By Robert Kreuzbauer

ISBN-10: 3322891895

ISBN-13: 9783322891891

ISBN-10: 3824475944

ISBN-13: 9783824475940

Although the strategic value of layout for developing robust manufacturers has been identified for it slow, reports on advertising have overlooked to enquire the connection among layout and brand.

at the foundation of signal- and cognitive-scientific theories, Robert Kreuzbauer develops an method of clarify the impression of layout on model belief and the garage of name wisdom. He integrates the newest theories on shape belief and cognitive wisdom illustration and exhibits how salient product shape attributes (brand identifiers) form the complete model. the writer additionally provides a close dialogue of various equipment for deciding on salient model layout attributes.

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Sample text

Yet brand relationship does not describe the brand itself but the relationship between the brand and the consumer. a!. 1999). Thus, also in this conception, the brand is personified. But, unlike brand personality, which describes a brand via personal attributes, within the brand relationship construct, a brand is determined by the strength and quality of the consumer (relationship-partner 1) - brand (relationshippartner 2) relationship. A similar argument would be that a relationship very much depends on the relationship-partners and, conversely, has a determining influence on the partners' personalities themselves.

Here the four principles of structural analysis could be used for analysing the different stages of the brand formation process within the system of the culture of consumption. Yet Levi-Strauss's concept is highly abstract, which makes it difficult to test empirically. 3 Cultural Anthropological Approaches in Consumer Research During the past two decades, a diverse body of scholars have made the cultural significance of consumer goods the focus of renewed academic study (8elk 1982, Hirschman 1980, Holman 1980, McCracken 1986, Solomon 1983).

To Levi-Strauss 1958) Although the structural anthropological approach has not been directly applied to brands, the idea of investigating structural systems of consumer goods or consumption seems promising for the study of brand formation. In this context, the strength of a structural analysis of brand formation could be that it emphasises the relationships between different brands within an overall system of consumption (see Figure 1). Following Levi-Strauss's argumentation, the formation of brands could be conceptualised as the "shift from conscious phenomena", as, for instance, products, "to the unconscious infrastructure" of the whole brand system within its relationships and "general laws" (ct.

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


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