eBook - PDF

Interaction of Design and Brand. A literature review and analysis

Name: Interaction of Design and Brand. A literature review and analysis
ISBN: 9783656875598

Mareike Schröder,

54 pages
English
PDF
Available on iOS & Android

eBook - PDF

Interaction of Design and Brand. A literature review and analysis

Mareike Schröder,

About this book

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, 0, University of Mannheim, course: Marketing Research Seminar, language: English, abstract: This seminar paper introduces definitions for design and brand on which to base this research. Next, the brand personality concept and important Gestalt principles will be outlined to serve as a theoretic foundation for the literature overview. This main chapter is divided into two sub points: the first dealing with the interaction of design and brand, examining separately the interaction of brand with corporate, packaging and product design respectively; and the second treating the influence of these interactions on product evaluation and purchase intention. In the conclusion central results of the paper will be discussed and implications for further research and practitioners will be depicted.

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