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Title: Capturing brand style using shape rules
Author: Jaafar , Rosidah
ISNI:       0000 0004 2747 779X
Awarding Body: University of Leeds
Current Institution: University of Leeds
Date of Award: 2012
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Brand identity is important for consumer products because it is a means through which brands are recognised and perceived. It embodies the visual representation of the brand and it can be regarded as a manifestation of the brand style. Brand is recognised through a number of cues such as logo, shape, colour and graphics. For the purpose of this research, brand style is the distinctive appearance of a product based on the shape features that people use to recognize the brand. This research focuses on the shape aspects of the style of a brand and then uses the style in the generation of new designs. For consumer products in supermarkets, a challenge in the development of a brand lies in the brand owner's ability to create designs for new products that will be recognised by consumers. In responding to this challenge, there is a need for tools to support the design of products that have strong brand identity, and, therefore, are more likely to be recognised by consumers. A framework is proposed for describing style, which includes style identification, style definition, style properties and style representation. The framework relates to the geometric aspects of brand style and was used to extract the style from a corpus of designs. The proposed approach to extract style for brand identity includes product selection, identification of brand characteristics, analysis of shape elements, creation of shape grammars, generation of new designs and validation experiments. In a soap bar case study, the experimental results showed that over 90% of participants recognised new designs resulting from this process as belonging to their intended brands. The soap bar case study illustrated the feasibility of capturing style for brand identity through shape rules and using these rules to generate designs .recognisable by potential consumers. In future, such systems could be a useful tool in the brand development process.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available