Modularization to Support Multiple Brand Platforms

Methods to determine acceptable architecture for multiple platforms supporting multiple brands must represent both platform cost saving commonization as well as revenue enhancing brand distinctions. Functional architecting methods determine modularization based upon functional concerns. Brand identity is additionally determined by sensory aesthetics. We introduce three architecting rules to maintain brand identity in platforms. A dominant theme must be ensured on each product of a brand, and this must be transferred to each product's specifications and aesthetics. Elements critical to brand identity must be made common across all products in a brand. For any platform, brand specific elements must be maintained unique on each product variant. The set of elements not identified as a brand carrier can be made common to a platform. A matrix representation of each platform and its supported brand variants is useful as an architecting tool.Center for Innovation in Product Developmen

Identities with historical regions – are they adapting to modern administrative division? The case of Ukraine

Historical regions remain the most common basis for the formation or promotion of regional identities in Europe. However, regions and regional identities are in the process of constant formation and can change significantly in line with new conditions. In this paper we focused on the changes of the spatial spread of identities with historical regions in Ukraine in comparison to the initial boundaries of those. The results show that identities with historical regions are markedly adapting to modern administrative boundaries. At the same time, the symbolic value of historical regions constitutes an essential element of identity building in contemporary administrative regions

Internship report: Thomas Kembeke

Este relatório detalha e caracteriza o estágio realizado pela aluna Irene Sanchez Lemos Alves, no studio de design Thomas Kembeke, entre os meses de Fevereiro de 2019 até Julho de 2019. Permitindo-lhe a aquisição do grau de Mestre em Design e Cultura Visual. Este relatório descreve os trabalhos desenvolvidos pela aluna. Esta oportunidade contribuiu para trabalhar com projetos reais de Design postos em prática no mercado, contactar com a realidade e trabalhar com uma equipa com membros de áreas distintas possibilitando também focar-se mais especificamente do Design de Comunicação e Editorial. Este estágio abrangeu várias vertentes do Design, desde o Design de Identidade, Design Visual ao Design Editorial. Simultaneamente, este estágio permitiu a aluna refletir sobre o papel do designer na sociedade contemporânea.This report details and characterizes the internship given by student Irene Sanchez Lemos Alves ant the Thomas Kembeke design studio from February 2019 to July 2019. Allowing the student to acquire a Master's degree in design and visual culture. This report describes the work done by the student. This opportunity contributed to work with real design projects and put into practice all the knowledge and skills acquired in the Bachelor of Design to contact with real. Make contact with reality and work with a team with members from different areas, allowing to focus, on Communication Design and Editorial. This internship covered various aspects of design, from the Identity Design, Visual Design at the Design Editorial. At the same time, this stage allowed the student to reflect on the role of the designer in contemporary society

Unmanageable Tourism Destination Brands?

Increasingly researchers and practitioners adopt branding to build and manage tourism destination images. However, we have yet to ask the question: Is it pos-sible to build and/or manage destination brands? This crucial question is ad-dressed by means of: (1) recourse to the origins of branding; (2) explication of fundamental differences between such origins and destinations; and (3) e-xemplification by means of resident-tourist interactions. The answer offered by this paper is that destination brands may not be manageable at all – or at least, that destination brands are so different from consumer brands that we have to accept that specific elements of destination brands are unmanageable to an ex-tent that questions much of the taken-for-granted ”destination brand-ing”knowledge. Consequently, the paper discusses what branding/brand man-agement can(not) do for destination image building and management.Branding, destination image, resident-tourist interaction

THE STORYTELLING STYLES AND BRAND PERCEPTION OF WINE LABELS

Based on the past marketing research, it can be stated that stories play a significant role in influencing consumers, since story-based communication has been deemed more effective than stating mere facts (Kelley & Littman 2006). However, especially the link between brand perception and the storytelling of product labels is simply under-researched. (Charters et al. 2000; Kniazeva & Belk 2007.) Therefore, the purpose of this study was to investigate how storytelling on product labels effects consumers’ brand perception. The research questions wanted to discover: what storytelling styles and elements can be found on wine labels, how can the different storytelling elements of wine labels be interpreted/classified and how consumers perceive the stories told by wine label design styles. In order to answer the above-presented questions, methodologically this research was divided into three steps: literature review, content analysis and focus group interview, each step representing one sub-question. The first part contained the identification of different storytelling elements through a literature review. The second sub-question was aimed to group the different storytelling elements according to different wine label design styles by using a content analysis. During the third step, a focus group interview and content analysis were conducted in order to construct a brand experience table. The findings gathered throughout this thesis show that charismatic well-told stories are being characterised by the front label containing the brand name, the main image and the used colours, and the back label the food matching, description for tastes and smells, grape varietal, the colour choices as well as an explication for the brand name within the packaging narrative. This is true no matter the wine label design style. In addition, overall theme or the atmosphere of the main image together with the brand name on the front label play an essential role in determining the wine label design style. On the other hand, the wine label aims to communicate to the consumer, the sense of style of the wine, the occasion for use, the production technique as well as the relevant information about the tastes and the smells of the wine. These attributes are among the most important factors that influence consumers’ brand perception, interpretation of the wines style as well as the occasion for use. Based on the findings, it can be assumed that in order to establish the relationship between story-telling through wine labels and the consumers’ brand perception, the front label needs to set the tone and the atmosphere for the story that the back label helps to fortify, enliven and support. In other words, the front label can be understood as creating expectations that the back label not only needs to confirm but to enhance, support and further convince. As a general conclusion, it can be stated that, more the different elements form a well-design ensemble or the overall impression being congruent in style – in other words, the written and the non-written elements are in line with each other and coherent on both labels – more likely the consumers find the wine brand truthful and desirable, which in turn means that the consumers end up believing the story told by the wine labels.siirretty Doriast

Evolving perceptions of assortments, image and customer experiences in retail environments

Consumers perceptions of retail stores, the assortment of products and the locations in which they are situated, all influence consumers decisions about where, when and how to shop. In the highly competitive arena of retailing, this knowledge greatly affects retailer performance and marketing strategy. Despite this strategic importance, the literature lacks empirical research into the assortment of categories offered in retail stores and their influence on store image. Moreover, image conceptualisation for different retail contexts is fragmented and the consumer image perceptions of categories are unexplored. Recent attention has shifted to customer experience research, yet this literature refers to the consumers interaction with one retailer, when consumer shopping journeys may include many retail interactions. The research presented in this thesis addresses the above gaps, contributing to theory and knowledge in the area of retail marketing. The thesis comprises eight papers published over a 17-year period. It examines the perceptions and roles of retail assortments; category perceptions and management in retail stores; customer perceptions of image and experiences of town centres. The thesis draws from a range of empirical studies documented within the eight papers. These include: a comparative study of ten major retailers assortment strategies; a survey of 504 consumers perceptions of supermarket assortments; a qualitative study involving six national focus groups of apparel consumers; and a survey of 536 consumers across five regional city centres. The studies are informed by two literature reviews documenting retail assortment research and town centre research. Collectively, the thesis delivers a significant research contribution to knowledge and theory. The first four thesis papers clarify the strategic relationships between retail assortment and image. The following two papers identify new perspectives of image congruence and relationships between category and store image. The final two papers consolidate all previous contexts in a multi-faceted retail image construct, emphasising the previously neglected psychological image elements. Fundamentally, consumers experiences in town centre retail environments contribute to the ongoing process of holistic image creation. The findings demonstrate that as retail environments change, consumers perceptions are also evolving from a functional, static image perspective to a dynamic, experience driven concept. The research commentary concludes by outlining future research agenda

Information design of public documents : applying Gestalt principles to improve user understanding

La conception des documents publics joue un rôle important dans la manière dont l'utilisateur perçoit et comprend les informations importantes qu'ils véhiculent. De plus, la conception de tels documents peut avoir un impact important sur l’utilisateur en ce qui concernesa confiance et son processus décisionnel. Les principes de design d’informationpeuvent apporter de précieuses perspectives sur comment les documents publics devraient être conçus pour qu’ils réalisent leurs objectifs. Cependant, le domaine du design d’informationdes documents publics souffre d’un manque important dans l’application de ces principes. D'autre part, les principes perceptuels delaGestalt peuvent expliquer comment les humains organisent des éléments visuels en groupes et comment ils reconnaissent des patrons. Depuis leur introduction au début du XXesiècle, les principes delaGestalt ont servi à améliorer le processus visuo-perceptuel dans différents champs d'application (telles que la peinture, la sculpture, la création graphique et le design d’information). Dans ce mémoire, nous étudionsl’application des principes de la Gestalt pour améliorer la compréhension de l’utilisateur des documents publics. Pour ce faire, en premier lieu, une méthode d’évaluation heuristique est adaptée pour identifier les problèmes d'utilisabilité dans les documents publics. Deuxièmement, une méthode d’analyse de documents, reposant sur des mesures des éléments visuels dans les documents, est proposée pour étudier l’application des principes de Gestalt, ainsi que les principes de conception graphique, dans les documents publics. Un échantillon de deux documents publics est utilisé pour démontrer et tester la méthodologie proposée. Sur la base des failles de conception identifiées par les deux méthodes susmentionnées, une approche minimale est proposée pour appliquer les principes de la Gestalt pour résoudre les problèmes identifiés. Les résultats obtenus montrent que l’application des principes de la Gestalt peut améliorer l'accessibilité et la compréhensibilité de l'information présentéedans les documents publics.The design of public documents playsan important role in user perception and understanding of the important information they contain. Moreover, the design of such documents can have an important impact on user self-confidence and decision making. The information design principles pertainingto how to visually structure and verbally construct documents to be easily well perceived and understood can provide valuable insights on how public documents should be designed and presented. Yet, in designing public documents there is a lack in applyingthe information design methods and frameworks. On the other hand, the Gestalt principles of perception can explain how humans organize visual elements into groups and how humans perceive and recognize patterns. Since their introduction in the early twentieth century, the Gestalt principles were examined and studied various times to improve the visual perceptual process in many application areas such as: painting, sculpture, graphic design and information design. Accordingly, this work studies the application of the Gestalt principles to improve the user understanding of public documents. To this end, first an adapted heuristic evaluation method is proposed to identify the usability problems of public documents. Secondly, based on precise measurements of thevisual elements within the documents, a document analytics method is proposed to examine the application of the Gestalt principles as well as the design principles in public documents. A sample comprising two public documents is used to test and demonstrate the proposed methodology. Based on the design flaws detected by the aforementioned two methods, a minimal approach is adopted to apply the Gestalt principles to solve the identified problems. The results obtained show that the integration of the Gestaltprinciples in the design process can improve the accessibility of information in public documents and resolve many of the usability problems in these documents

A Content Analysis Of Advertising Transitions: Impact Of Brand Name, Persona, And Appeals

Advertising has long been considered an element of Integrated Marketing Communication (IMC) tools and has played a crucial role in delivering messages that are reflected by various environmental situations. The authors of this paper posit that components of advertising including contents of messages, language, choice of persona and appeals are strongly affected by such environmental factors as social, cultural, and economic movements. Based on this consideration, this study investigates the trend in advertising markets by reflecting transitional market issues. In particular, this study investigates the effects of brand name, celebrities’ roles, age groups, gender, and advertising appeals. The purpose of the study is to investigate the following elements of advertising that are often affected by such recent transitions as social, cultural, and economic movements: i) effects of a brand name containing meanings; ii) effects of a brand name stemming from the native language; iii) effects of celebrities appearances in ads, iv) effects of age groups and the role of gender in the persona; and v) effects of advertising messages that include rational or emotional appeals. This study conducted content analysis by examining selected TV commercials and gives implications of how the effectiveness of advertising is related to the aforementioned environmental movements, emphasizing which issues should be considered for future advertising content