Thesis for the degree of Doctor of Philosophy. Moreover, we show the effect of designing products from a choreographic perspective and with focus on people’s body language and dynamic interplay. In this paper we show how a product design originates from the creation of a social cultural event. In this paper we present an educational project that aims at designing a meeting event on the festival ‘a camping flight to Lowlands paradise’.The project is based on the Design Movement approach, where products are designed for, and as part of, a Choreography of Interaction in this case as part of a meeting event at Lowlands. Here the product’s form and behavior should, more than ever, be designed with the intention to engage people in a form of contact with each other. With the introduction and incorporation of novel interactive technology in product design, products are increasingly designed as facilitators or mediators of interaction.This perspective opens the way to a specification of this focus, namely designing products as a motor of socio-cultural activities and events. It is proposed that this molecule is Apple’s rudimentary brand DNA and that further research and understanding of brand DNA molecules like it will lead to a better understanding of the industrial designer’s role in the relationship between product design and brand loyalty. This research concludes with the construction of a brand molecule based on the analysis of the data collected. Semi-structured interviews, questionnaires, and product personality exercises were conducted in order to explore Apple™ brand loyalist perceptions, motivations and attitudes towards product attributes and brands and the individual meanings and values they place on them. In the collection of data an ethnographic study on the attitudes, activities, and actions of Apple™ brand loyalists was conducted and a grounded theory approach was employed due to its deductive verification and inductive qualities in handling data regarding attitudes and motivations. The Apple™ Computer Company was chosen as an instrumental case study because of the avid following of its products and its reputation as a powerful brand.

A literature review was conducted on brand equity, loyalty, and value.

The metaphor of brand DNA and the DNA molecule within this study is based on the interaction of fundamental elements (the combinations of the essential building blocks of a brand) that lead to the evolution of the brand as a living organism able to adapt to its ever-changing environment. This research focuses on product design’s influence on brand loyalty through a study of the attitudes and perceptions of brand loyalists and the meanings they place on the product attributes of form, color, material, texture, and brand marks. Little is known empirically about the effect product design has on branding.

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