Abstract:
This thesis presents an exploratory study over the constructive parameters of an
'emerging' brand through consumer associations. Streams of research
for brand study,
academic and business practice, were brought together to provide a robust basis. A
number of challenges apparent in the communication processes between brand, offering
(product or service) and the consumer were recognised. The aim of this research was to
investigate the possibility of extending and adapting existing techniques in brand
management and consumer perception to provide a theoretical framework supporting
consumer associations as a design driver for the development of an'emerging'
brand's
experience.
A sustainable holistic brand experience requires including the voice of the consumer.
This has not been deployed accurately previously although there is a shift to this
direction by organisations. As consumers do not always say what they actually mean,
the use of visual and verbal means for understanding their associative parameters is
desirable. The method of picture-aided recognition, with passenger interviews in Greece
and U. K. was used. Equally important is the implementation of these findings and
preferred characteristics to company communications and the offering provided
through a selective semiotic analysis and use of the variables in the design process.
A case study methodology, incorporating interviews, observational methods along with
enabling and projective techniques were used to triangulate findings and provide an in-
depth understanding.
This research provides a framework linking the offering, the brand and the consumer
along with presenting practical applications. This is a support system on how an
organisation could organise the basis of constructing an 'emerging' brand from its
'driver' brand to initiate its sustainable value. Such a system is targeted to the brand
management departments of organisations and the design departments or external
agencies responsible for the visual manifestation of the brand's appearance to the
outside world.
