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URN etd-0904113-000703 Statistics This thesis had been viewed 2445 times. Download 1259 times. Author Yi-Wen Huang Author's Email Address No Public. Department Industrial Design Year 2012 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 82 Title A Study on the Relationship between Visual, Auditory, Tactile Sense for User and Brand Identity - Smart Phone as an Example Keyword Smart phone brand Analysis of identification Design for 5 senses Identity of senses Identity of senses Design for 5 senses Analysis of identification Smart phone brand Abstract The theme that this research will discuss about is whether the brand will still be recognized by consumers or not when there are more and more same types of product in the market with similar appearances yet without the logo of the product.
The research aims at discussing the relationship between senses of consumers and brand identity. There are two main stages in this research: one is about the introduction of users of the brand, and another one is about experimentations of consumers’ senses. These are not only about searching the accordance of sense identification of the brand, but also about understanding currently the levels of each brand’s identification in the market.
The result shows that: (1) Consumers’ identifications toward brands depend on sense of visual the most, and the order of sense identification is sense of visual, sense of auditory, and sense of tactile. (2) The identification of the sense of auditory makes the brand unrestrained for market share and time effectiveness, and it will be memorized by consumers more easily as time passes by. (3) The combination of different senses does not multiply the effect of brand identity, instead, it will easily confuse consumers’ decisions of brand identification. (4) Genders will affect the levels of brand identity, females’ identification of the brand as whole senses is better than males. (5) Both the consistence of product’s appearance and the unity of main keys or standards of attached functions, such as side keys, camera, and speaker, can effectively enhance the level of brand identity.
Advisor Committee Po-Ying Chu - advisor
Li-Chieh Chen - co-chair
Yu-Hung Chien - co-chair
Files Date of Defense 2013-07-17 Date of Submission 2013-09-04