University of Twente Student Theses
Exploring the Intergation of Brand Value in Product Design: A Design Research Approach A Case Study with the Electric Vehicle Charger Production Company NieuweWeme for its Charging Solutions Brand Vigor
Ariens, T.D.G. (2024) Exploring the Intergation of Brand Value in Product Design: A Design Research Approach A Case Study with the Electric Vehicle Charger Production Company NieuweWeme for its Charging Solutions Brand Vigor.
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| Embargo date: | 20 June 2026 |
| Abstract: | Previous research supports the contribution of strong branding to product positioning in competitive markets. Constructing a brand identity is described by multiple authors in models and frameworks. Kapferer (2004) states that a brand's credibility depends on the persistence and repetitiveness of its proposed values. However, limited to no research has been published on translating associations and values into physical attributes in products. In most cases, research was conducted regarding the recognition of physical attributes, based on a portfolio analysis of existing products. This thesis investigates how pre-specified brand values can be integrated into novel product (portfolio) design. The scope of this research is value congruence with the visual perception of presented products. The products used to implement and test findings are different types of AC charging stations, together forming a product portfolio for the novel brand Vigor. A mixed methods approach is applied to research attributes of both shapes (2D) and geometries (3D) and their congruence with four brand values: innovativeness, sustainability, high quality, and trustworthiness. Opposite design attributes, labelled by Muller (1997) as ordering characteristics symmetric versus asymmetric, organic versus geometric, dynamic versus static, slim versus robust, and pointy versus rounded, are assessed. Muller divides these characteristics to typify design into categories. Addressing this classification allows for a structured approach to investigating design-association relationships. The positive/negative contribution to value associations in images of these attributes is evaluated. Selected participants were industrial design engineering master's students at the University of Twente. Design guidelines are deducted from results indicating positive contribution to association with the pre-specified values. Focus group sessions are conducted to acquire in-house company knowledge and ensure active participation during development. Validation is done by comparing the rated (on a Likert scale from 1 to 5) congruence of the pre-specified values with both current products and proposed products designed according to deducted guidelines. This research presents an overview of ordering characteristics that positively or negatively contribute to perceiving the pre-specified values. The different four pre-specified values are found to have varying physical attributes stimulating the perception of the value. Additionally, differences were found between recognising values in 2D shapes and the corresponding 3D geometry with an assigned product category. As an example, for the value of innovativeness, analysing 2D shapes found asymmetric, organic, dynamic, slim, and pointy attributes stimulating the recognition of the level of innovativeness compared to their opposite attributes. Whereas, for that same value of innovativeness, analysing 3D geometries found symmetric, organic, dynamic, slim, and pointy attributes are incentives for the perception of innovativeness compared to their opposite attributes. A final product portfolio design proposal is developed based on the abovementioned research, user requirements, and results of focus group sessions. Validation of the proposed product portfolio design shows improved congruence with the pre-specified brand values compared to the current product portfolio. This indicates that applying the guidelines generated in this thesis in design positively affects the perception of the products. Based on these findings, it would be beneficial to research other brand values in a comparable manner to develop bottom-up brand attributes. Future research should include more participants to improve the reliability of the findings. Additionally, the universality of the findings of this research should be investigated further. Since this thesis did not include demographic information of participants, perception can be culture-dependent. Lastly, whether and how the product category affects the perception of attributes and their assigned value should be researched. |
| Item Type: | Essay (Master) |
| Clients: | NieuweWeme, Hengelo, The Netherlands |
| Faculty: | ET: Engineering Technology |
| Subject: | 01 general works |
| Programme: | Industrial Design Engineering MSc (66955) |
| Link to this item: | https://purl.utwente.nl/essays/99841 |
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