Design and Brand: The Influence of Product Form on the - download pdf or read online

By Robert Kreuzbauer

ISBN-10: 3322891895

ISBN-13: 9783322891891

ISBN-10: 3824475944

ISBN-13: 9783824475940

Although the strategic significance of layout for growing powerful manufacturers has been recognized for your time, reviews 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 conception and the garage of name wisdom. He integrates the most recent theories on shape belief and cognitive wisdom illustration and exhibits how salient product shape attributes (brand identifiers) form the whole model. the writer additionally offers a close dialogue of numerous tools for deciding upon salient model layout attributes.

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Yet, only those brand impressions which the consumer perceives as relevant for him in a given situation become stored (cf. Mowen & Minor 1998). According to this view, the brand is highly 18 consumer dependent, since it is a subjective and perceptual phenomenon that is formed through consumer interpretation. Consequently, the brand exists solely as a cognitive structure in consumers' heads. In conformity with cognitive science (ct. Anderson 2000, Barsalou 1992a, 1998, Minsky 1975) and consumer behavior research (ct.

Although Saussure's theory was meant to be a general theory of signs, it has its roots in linguistics. "He maintained that since language was a system of signs, linguistics should be enveloped by a larger science of signs within society" (Mick 1986, 197). , the language of arts, the language of advertising, the language of the film), has its roots in Saussurean semiology. , the spoken word "lamp". According to Mick (1986, 197), "Saussure's chief contribution to the study of signs resided in shifting a longstanding philosophical emphasis on the nature of things in and of themselves to a relational world view whereby meaning derives from the priorities human beings construct and perceive among signs in a system".

3 The Relevance of the Semiotic Approach Since semiotics is 'the science that studies the life of signs within society' (Saussure 1916, 16), this discipline lends itself to the study of all kinds of consumer objects as signs and their particular meanings in the market place (N6th 1988). The semiotic approach considers brand formation in the context of a complex communication process between companies and consumers. , Vihma 1995, N6th 1988, 1990). In order to provide a deeper insight into a brand's internal structure, semiotic brand analysis divides the brand into its different 'brand-sign-parts'.

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

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