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The interaction of consumer constructed meanings of brand identity and "designed" product

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2005
Özalp, Yeşim
This is an attempt to understand the interaction of meanings of brand identity and ءdesigned̕ product from the consumers̕ viewpoint. Brand Identity is taken as the ءconceived̕ identity, which overlaps with concepts of brand image and brand associations. ءDesigned̕ product is analyzed via dimensions of function, form (aesthetic) and symbol. The aim of the thesis is to find patterns of interaction of functional, emotive and symbolic associations for brand identity and the functional, formal (aesthetic) and symbolic communication of the ءdesigned̕ product. A qualitative research paradigm is followed in the thesis, given the emphasis on consumer-constructed meanings. Projective tasks based on dummy models and word associations are used as research tools. The product group included in the study is mobile phones because of high awareness levels and wide interest of the consumers. The context of the interaction is constrained by the nature of product group (fashion and high-tech item) as well as the properties of brands used in the study (Nokia, Motorola and Samsung).