Using metaphors in new brand design

McWilliam, Gil; Dumas, Angela

doi:10.1080/0267257x.1997.9964472

Cited by 32 publications

(19 citation statements)

References 17 publications

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“…For some time, metaphors have been used as an effective tool in brand and product development and in understanding consumer thought processes (Zaltman and Zaltman, ). Simply put, “a metaphor describes one thing in terms of another, frequently providing a better picture than can a straight literal description” (McWilliam and Dumas, , p. 271). Metaphors have been applied in several ways in marketing, such as in the cultivation of a brand personality (Ang and Lim, ).…”

mentioning

confidence: 99%

The Effects of Brand Metaphors as Design Innovation: A Test of Congruency Hypotheses

Noble¹,

Bing²,

Bogoviyeva³

2013

J of Product Innov Manag

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mentioning

confidence: 99%

The Effects of Brand Metaphors as Design Innovation: A Test of Congruency Hypotheses

Noble¹,

Bing²,

Bogoviyeva³

2013

J of Product Innov Manag

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“…The role of aesthetics in Bloch's model is highlighted by the emphasis on the moderating effects of individual tastes and preferences, innate design preferences, consumer design acumen, and the cultural and social context. Davies and Chun (2003) and McWilliam and Dumas (1997) discuss the role of metaphor in product design (in which the aesthetic elements of a product or brand contribute to symbolic identities, such as the use of round headlights to connote facial expression in automobiles or the use of stainless steel design to impart an industrial feel in kitchen appliances). Schmitt and Simonson (1997) discuss specific practical dimensions of the application of aesthetics in product design, including multisensory considerations such as shape, texture, color, typeface, taste, and smell.…”

Section: Direct Application Of Marketing Aestheticsmentioning

confidence: 99%

Marketing Outputs as Art? Bringing an Aesthetic Sensibility to the Marketing Curriculum

Petkus

Budeva

Chung

et al. 2011

Marketing Education Review

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Marketing outPuts as art? Bringing an aesthetic sensiBility to the Marketing curriculuM ed Petkus Jr., desislava Budeva, christina chung, and hristina dzhoglevaCan marketing outputs-advertising, packaging, product design, and retail environments-be considered a form of art? This paper explores the potential for incorporating the theories and concepts of aesthetics in the marketing curriculum in order to facilitate students' capacity to interpret marketing outputs and develop effective practical applications. Specific recommendations for specific curricular implementation, including a proposed outline for a marketing creativity course, are offered.

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“…We are not arguing a Iifecycle model which all metaphors follow, although the logical progression for a new metaphor would be from birth to either dormancy or into the third stage, that of life. The main role of a metaphor in marketing is to stimulate creativity (McWilliam and Dumas, 1997). In this most active phase of the metaphor's existence our understanding of the target is greatly enriched.…”

Section: A Lifestage Model Of Metaphormentioning

confidence: 99%

The Use of Metaphor in the Exploration of the Brand Concept

Davies¹,

Chun²

2003

Journal of Marketing Management

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of th~Brand ConceptThe use of metaphor in research and in marketing is discussed. A typology is presented for tile structure of the use of metaplwr in understanding the brand concept. Three underpinning or 'root' metaphors are identified together with fourteen assodated brand! or submetaphors. TIle three root metaphors are: brand as differentiating mark, brand as person and brand as asset. A number of issues surrounding the use of metaplror in the literature on branding are identified. These include tlte mixing ofmetaphors and attempts to treat metaphors as if they are terms or constructs capable of separate definition, instead of devices by which we can understand more about the brand concept. Certain metaphors, such as brand loyalty, have become terms and lUlve then taken on a separate meaning from the original entity they were meant to illuminate. An emergent root metaphor, brand as role, is identified as having potential to develop a broader understanding of the brand concept. A lifestage model is derived to explain how the role and use of individual metaphors evolves or dUInges over tlteir life. Metaplwrs may pass through as many as four life stages: creation, when the metaplror is first used; a second stage in whidl the metaplwr may become dormant; a life stage when the metaphor is at its most active; and a deatii stage when t}re metaphor becomes a term.

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Using metaphors in new brand design

Cited by 32 publications

References 17 publications

The Effects of Brand Metaphors as Design Innovation: A Test of Congruency Hypotheses

The Effects of Brand Metaphors as Design Innovation: A Test of Congruency Hypotheses

Marketing Outputs as Art? Bringing an Aesthetic Sensibility to the Marketing Curriculum

The Use of Metaphor in the Exploration of the Brand Concept

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