Seminar paper from the year 2012 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of Mannheim, course: Marketing Research Seminar, language: English, abstract: This seminar paper introduces definitions for design and brand on which to base this research. Next, the brand personality concept and important Gestalt principles will be outlined to serve as a theoretic foundation for the literature overview. This main chapter is divided into two sub points: the first dealing with the interaction of design and brand,...