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Evaluating Similarities in Visual Product Appearance for Brand Affiliation

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Advances in Affective and Pleasurable Design (AHFE 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 952))

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Abstract

Products can be assigned to a brand via their visual similarity. This paper analyzes and categorizes studies for brand-related similarity assessment. Four brand levels are defined (Historic Connection, Product Portfolio, Product Family and Competitor Brand). In addition, the product is divided into four substructures (Layout, Shape, Color and Graphic). The focus of this paper is on the substructure shape, which is subdivided into edge and surface models. With these and other criteria, existing studies of this substructure are categorized. As a result, the need for research to determine similarity based on surface models is identified. The determination of similarity should also be possible across different structures and be based on objective calculation and subjective evaluation.

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Authors and Affiliations

  1. Institute for Engineering Design and Industrial Design, Department of Industrial Design Engineering, University of Stuttgart, Pfaffenwaldring 9, 70569, Stuttgart, Germany

    Matthias Sebastian Fischer, Daniel Holder & Thomas Maier

Authors
  1. Matthias Sebastian Fischer
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  2. Daniel Holder
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  3. Thomas Maier
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Corresponding author

Correspondence to Matthias Sebastian Fischer .

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Editors and Affiliations

  1. System Design and Management Research Institute, Keio University, Yokohama, Japan

    Shuichi Fukuda

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Fischer, M.S., Holder, D., Maier, T. (2020). Evaluating Similarities in Visual Product Appearance for Brand Affiliation. In: Fukuda, S. (eds) Advances in Affective and Pleasurable Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 952. Springer, Cham. https://doi.org/10.1007/978-3-030-20441-9_1

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