Interaction of Design and Brand. A literature review and analysis

Seminar Paper , 2012 , 48 Pages , Grade: 1,0

Business economics - Offline Marketing and Online Marketing

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.

1. Introduction
1.1 Motivation, Structure and Goals
1.2 Role of Design and Brand in Marketing

2. Theoretical Foundations
2.1 Definitions
2.2 Underlying Theories

3. Interaction of Design and Brand and Its Effects on Product Evaluation
3.1 Interaction of Design and Brand
3.1.1 Interaction of Corporate Design and Brand
3.1.2 Interaction of Package Design and Brand
3.1.3 Interaction of Product Design and Brand.
3.2 Influence of Design and Brand on Product Evaluation and Purchase Intention

4. Conclusion
4.1 Discussion of Central Results
4.2 Implications for Theory and Practice

Literature Overview of Empirical Research

Bibliography

• College: University of Mannheim
• Course: Marketing Research Seminar
• Grade: 1,0
• Author: Mareike Schröder (Author)
• Publication Year: 2012
• Pages: 48
• Catalog Number: V286805
• ISBN (eBook): 9783656875598
• ISBN (Book): 9783656875604
• Language: English
• Tags: interaction, design, brand