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A Meaningful Look : Transforming Abstract Brand Values into Concrete Product Design Features

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abstract Most companies are intent on equipping their brands with a set of strong, symbolic values. Although it is widely accepted that all marketing activities (including the product itself) need to be consistent with a brand's values, a comprehensive and systematic approach for transforming abstract brand values into concrete product design features is still missing. This research addresses this gap in the literature by adapting an approach that was originally developed in perception research to a branding context. In particular, we propose that image morphing and warping techniques can be used to identify and manipulate those design features that drive the perception of a given brand value. Two studies with real consumers focusing on the automotive market confirm the viability and the usefulness of our approach. From a managerial perspective, the approach may increase the effectiveness of design efforts and may facilitate the communication between marketing and design departments.
   
type conference paper (English)
   
keywords Brand Values, Product Design, Product and Brand Management, Image Morphing
   
name of conference 6th Thought Leaders International Conference in Brand Management (Lugano)
date of conference 18-4-2010
publisher USI Università della Svizzera italiana (Lugano)
review not reviewed
   
citation Landwehr, J. R., Wentzel, D., & Herrmann, A. (2010). A Meaningful Look: Transforming Abstract Brand Values into Concrete Product Design Features. In . Lugano: USI Università della Svizzera italiana.