Which Elements Contribute More to the Brand Image－Take the Front View of Passenger Car as Example
| Autor: | Chen, Junpu, 陳軍朴 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Some companies may want their product to possess certain kind of features in the exterior form so as to differentiate theirs from others to enhance brand image. This research takes the front view of passenger car as example trying to investigate which companies, among the nine major ones, have resemblance attributes in their cars, and which element contribute most to the resemblance. Five different kinds of car model of nine car manufactures were evaluated separately pair by pair to see their resemblance. Evaluation was then made to the resemblance of front view elements of the car pairs belonging to the companies which were considered as possessing resemblance in their cars. Multiple regression analysis was employed to see the weighting of each element on the front view resemblance. Finally, three car models were used as references to generate three new line drawings of the front view with feature elements replaced by the one which contribute most to the front view resemblance. Evaluation was carried out again to see if the modified version resembles the cars belonging to the company producing most-resembled cars. The results show that the cars of BMW and AUDI separately were considered as most resembled to each other. The grille is the key element which contributes most to the resemblance. As for three modified versions, a BMW-like grille do give people an impression that the cars resemble BMW’s. However, certain adjustments of element layout were needed to make it more similar. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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