Concept Naming

Exploring Methods in the Research of Product and Brand Attributes

John Takamura, IDSA, and Tamara Christensen, College of Design | Arizona State University

Introduction

This research was conducted for a sponsored partnership between academia and industry with the intent to leverage the unique data collection methods explored within academia. The methods developed and utilized for the redesign of a gasoline-powered generator offer an example of how academic units may customize their service offerings to best satisfy the educational needs of students and faculty while providing truly innovative solutions for a client. The methodology described herein offers a unique yet adaptable approach to exploring the formal and experiential product attributes that shape and inform product personality and brand DNA.

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