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Construction of a Design for Brand Perspective
KTH, School of Industrial Engineering and Management (ITM), Applied Mechanical Engineering (KTH Södertälje).ORCID iD: 0000-0003-4494-2908
2006 (English)Conference paper, Presentation (Other academic)
Abstract [en]

The success of a product in its intended market has a cleat relation to the strength of its perceived image or brand, which is enabled by an end-user's perception of the product's senseable properties. In other words, it is through our perception of a product's properties that we consider it appealing. Through the application of semiotic sign theories, brand is proposed to be in relation to the properties of products, where sense-able properties are the objects of design. This paper considers these perceptive properties of a product, where a product servies as an iconical vehicle of brand in opposition to it symbolizing function. The value of this research result is found in its attempt to derive a perspective of design that integrates product realization from an Engineering position and product association from a Marketing position in a model called Deisgn for Brand.

Place, publisher, year, edition, pages
2006. 175-186 p.
Keyword [en]
Design, Product, Property, Brand, Semiotics
National Category
Production Engineering, Human Work Science and Ergonomics
URN: urn:nbn:se:kth:diva-107437OAI: diva2:575929
1st Nordic Conference on Product Lifecycle Management, NordPLM'06, Gothenburg, Sweden, January 25-26 2006

QC 20130116

Available from: 2013-01-16 Created: 2012-12-11 Last updated: 2013-01-16Bibliographically approved

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[Lange 2006](539 kB)174 downloads
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