Design and Brand

The Influence of Product Form on the Formation of Brands

  • Authors
  • Robert¬†Kreuzbauer

Part of the Marken- und Produktmanagement book series (MPM)

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Robert Kreuzbauer
    Pages 1-5
  3. Robert Kreuzbauer
    Pages 6-171
  4. Robert Kreuzbauer
    Pages 198-203
  5. Robert Kreuzbauer
    Pages 204-204
  6. Robert Kreuzbauer
    Pages 205-228
  7. Back Matter
    Pages 229-229

About this book


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.


Brand Branding Design Evaluation Kommunikation Konsum Konsumentenforschug Management Marke Marken- und Produktmanagement Markenwahrnehmung Marketing Produktmanagement Semiotik

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2002
  • Publisher Name Deutscher Universit√§tsverlag
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-8244-7594-0
  • Online ISBN 978-3-322-89189-1
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
IT & Software
Consumer Packaged Goods