Design and Brand The Influence of Product Form on the Formation of Brands [Paperback]

On the basis of sign- and cognitive-scientific theories, Robert Kreuzbauer develops an approach to explain the strategic importance of design in branding and brand management.

Brand strength through design - Design as a part of brand knowledge - Theoretic framework of brand- and design perception - Model for storing product forms - Combination of sign-theoretic and cognitive theories - Methods for measuring and determining salient brand design attributesDr. Robert Kreuzbauer promovierte bei Prof. Dr. Hans M?hlbacher am Institut f?r Wertprozessmanagement, Abteilung Marketing der Universit?t Innsbruck. Heute ist Berater bei der Kiska GmbH, einem f?hrenden europ?ischen Design-Unternehmen.

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.
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) sl!