抄録
Within the current audio-visual product market in Japan, brands play a major role in communication between the corporation and the consumer. This paper studies the role of design equity within the audio system product market. For the study a total of 24 samples were selected from six brands of audio systems. A questionnaire was prepared based on ten image keywords, aimed at investigating the correlation between consumer's perception of corporations and their products, based on the aesthetics of the brand. The results of the questionnaire were analyzed by principal component analysis. Subsequently, by consideration of the results of this analysis, a new approach to the communication between the corporation and the consumer was proposed.
