Design and brand : the influence of product form on the formation of brands
Author(s)
Bibliographic Information
Design and brand : the influence of product form on the formation of brands
（Gabler Edition Wissenschaft, . Marken- und Produktmanagement）
Deutscher Universitäts-Verlag, 2002
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Note
Includes bibliographical references (p. 205-228)
Description and Table of Contents
Description
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.
Table of Contents
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 attributes
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