Full Description
On the basis of sign- and cognitive-scientific theories, Robert Kreuzbauer develops an approach to explain the strategic importance of design in branding and brand management.
Contents
Content.- A. Introduction.- 1. The Problem.- 2. Structure of the Dissertation.- B. Theoretical Part.- I. General Brand Conceptions.- II. Approaches to Brand Formation.- III. General Considerations of Brand Semiosis and Brand Communication.- IV. Cognitive Processes of Brand Formation.- C. Methods for Determining Brand Identifiers.- I. General Difficulties.- II. Requirements for a Method to Determine Brand Identifiers.- III. Methods of Data Collection for Determining Attribute-Values.- IV. Content Analysis for Determining Brand Frames.- V. Evaluation of Content Analysis:.- VI. Experiments for Determining Default Attribute-Values (=Brand Identifiers).- D. Final Comments and Summary.- I. Limitations.- II. Further Research.- III. Summary.- E. Appendix:.- F. References:.