A Meaningful Look : Transforming Abstract Brand Values into Concrete Product Design Features
Type
conference paper
Date Issued
2010-04-18
Author(s)
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.
Language
English
Keywords
Brand Values
Product Design
Product and Brand Management
Image Morphing
HSG Classification
contribution to scientific community
Refereed
No
Publisher
USI Università della Svizzera italiana
Publisher place
Lugano
Event Title
6th International Conference of Thought Leaders in Brand Management
Event Location
Lugano
Event Date
18.-20.04.2010
Subject(s)
Division(s)
Eprints ID
82680