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

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

byRobert Kreuzbauer

Paperback | March 28, 2002 | German

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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.

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.
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Title:Design and Brand: The Influence of Product Form on the Formation of BrandsFormat:PaperbackPublished:March 28, 2002Publisher:Deutscher UniversitätsverlagLanguage:German

The following ISBNs are associated with this title:

ISBN - 10:3824475944

ISBN - 13:9783824475940

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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