Using metaphors in new brand design

Article Abstract:

Products need a brand image and metaphors can be used to plant the image of the new design in the mind of the consumer. Brand teams focus on pictures or objects, such as cups, paintings or fabrics. Metaphors are applied to the objects and the thought processes involved are quite random. The team thinks broadly about the product's cultural, visual and tactile qualities, and the brand image is built up gradually using these techniques.

Marketing Personnel, Usage, Officials and employees, Marketing, Practice, Marketing industry, Marketing executives, Metaphor

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Folklore, families and fear: exploring the influence of the oral tradition on consumer decision-making

Article Abstract:

The effects of oral tradition on consumer preferences is examined by focusing Britain's family literature.

Evaluation, Economic aspects, Influence, Consumer preferences, Oral tradition

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Consumer response to line extensions: trial and cannibalisation effects

Article Abstract:

Potential consequences of product line extensions are analyzed.

Product Development, Statistical Data Included, Planning, Product lines

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