It is proposed that this molecule is Apple’s rudimentary brand DNA and that further research and understanding of brand DNA molecules like it will lead to a better understanding of the industrial designer’s role in the relationship between product design and brand loyalty.ĭrawing is an essential component in the industrial design process, facilitating visual thinking and creativity. This research concludes with the construction of a brand molecule based on the analysis of the data collected. Semi-structured interviews, questionnaires, and product personality exercises were conducted in order to explore Apple™ brand loyalist perceptions, motivations and attitudes towards product attributes and brands and the individual meanings and values they place on them.
In the collection of data an ethnographic study on the attitudes, activities, and actions of Apple™ brand loyalists was conducted and a grounded theory approach was employed due to its deductive verification and inductive qualities in handling data regarding attitudes and motivations. The Apple™ Computer Company was chosen as an instrumental case study because of the avid following of its products and its reputation as a powerful brand. A literature review was conducted on brand equity, loyalty, and value. The metaphor of brand DNA and the DNA molecule within this study is based on the interaction of fundamental elements (the combinations of the essential building blocks of a brand) that lead to the evolution of the brand as a living organism able to adapt to its ever-changing environment. This research focuses on product design’s influence on brand loyalty through a study of the attitudes and perceptions of brand loyalists and the meanings they place on the product attributes of form, color, material, texture, and brand marks. Little is known empirically about the effect product design has on branding.
0 kommentar(er)
