Brand formative design - development and assessment of product design from a future, brand and consumer perspective

With this dissertation research we investigate intersections between design and marketing and in this respect, which factors do contribute that a product design becomes brand formative. We have developed a Brand Formative Design (BFD) framework, which investigates individual design features in a holistic, comparable, brand relevant, and consumer specific context. We discuss what kinds of characteristics contribute to BFD but also illuminate how they should be applied and examine: rnA holistic framework leading to Brand Formative Design. Identification and assessment of BFD Drivers. The dissection of products into three Distinctive Design Levels. The detection of surprising design preferences. The appropriate degree of scheme deviation with evolutionary design. Simulated BFD development processes with three different products and the integration of consumers. Future oriented objectification, comparability and assessment of design. Recommendations for the management of design in a brand specific context. Design is a product feature, which contributes significantly to the success of products. However, the development of new design contains challenges. Design can hardly be objectified; many people have an opinion concerning the attractiveness of new products but cannot formulate their future preferences. Product design is widely developed based on intuition, which can be difficult for the management of design. Here the concept of Brand Formative Design can provide a framework which contributes to structure, objectify, develop and assess new evolutionary design in brand and future relevant contexts, but also integrates consumers and their preferences without restricting creativity too much.

Der vertragliche Nachrang von Forderungen : über Rechtsnatur und Rechtsfolgen der Forderungssubordination bei Nachrangdarlehen, Finanzplankredit, Mezzanine-Finance und Rangrücktritt

Die Arbeit behandelt den vertraglichen Nachrang von Forderungen. Sie beleuchtet unter Einbeziehung rechtsvergleichender Erkenntnisse zum us-amerikanischen und englischen Recht Inhalt und Reichweite der Rangvereinbarung und beschreibt die vertragliche Rangvereinbarung als einheitliches Institut einer schuldändernden Verfügung. Der Rangrücktritt zur Vermeidung der Überschuldung und die Rangvereinbarung im Rahmen von Mezzanine-Finanzierungen werden zueinander in Bezug gesetzt, die mit dem Rangrücktritt im Vertrags-, Gesellschafts- Insolvenz-, Bilanz- und Steuerrecht verbundenen Probleme werden erörtert.