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Design and Brand

Language EnglishEnglish
Book Paperback
Book Design and Brand Robert Kreuzbauer
Libristo code: 06988505
Publishers Deutscher Universitats-Verlag, March 2002
Although the strategic importance of design for creating strong brands has been known for some time,... Full description
? points 181 b
72.38 €
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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.§§

About the book

Full name Design and Brand
Author Robert Kreuzbauer
Language English
Binding Book - Paperback
Date of issue 2002
Number of pages 248
EAN 9783824475940
ISBN 3824475944
Libristo code 06988505
Publishers Deutscher Universitats-Verlag
Weight 302
Dimensions 148 x 210 x 13

Categories

Economics, Finance, Business & Management > Economics
Economics, Finance, Business & Management > Business & Management
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