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The role of consumer research in the brand design process
Author(s) -
Recker John,
Kathman Jerry
Publication year - 2001
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2001.tb00556.x
Subject(s) - ibm , process (computing) , graphics , marketing , value (mathematics) , advertising , work (physics) , brand management , qualitative research , computer science , brand equity , business , process management , engineering , sociology , computer graphics (images) , mechanical engineering , social science , materials science , machine learning , nanotechnology , operating system
The graphic expression of brand can strengthen recognition and the value consumers place on products. John Recker and Jerry Kathman explain how carefully structured qualitative research can be used to improve the impact of brand graphics. Their work with Hallmark, IBM, and Pampers provides a profile of their techniques, the designs they inspire, and the marketplace outcomes that follow their efforts.