Final Comments and Summary

Abstract

The theoretical framework of brand formation provided here has several limitations. Probably the most essential one is the fact that supply information is limited to product-form information, while, in fact, supply information also comprises price, distribution as well as any kind of market communication (advertising, promotion, public relations, etc.). All these aspects need to be worked into the suggested framework by future research. Furthermore, product-design has been considered as the product’s outer shape. This definition has been sufficient for the aim of describing the general importance of design within brand formation. Nevertheless, for a more detailed investigation of this process, design has to be broken down into the parts, form, color, graphics, etc. In particular, the importance of color during brand formation is an as yet undeveloped aspect of the underlying investigation.