Katharina Maute's Books

Digitalization of design for support structures in laser powder bed fusion of metals

By: Katharina Bartsch

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Digitalization of design for support structures in laser powder bed fusion of metals

By: Katharina Bartsch

Additive manufacturing is considered a key technology for digital production. However, several barriers towards the broad industrial application exist, e.g. the associated cost and the required experience regarding the manufacturing process. To eradicate these barriers, the complete digitalization of the value creation process is needed. In this thesis, a digital, automated support structuredesign procedure is developed. Topology optimization is used for design rule determination, and the space colonization algorithm is adapted for the automated design. The validity of the procedure is proven experimentally, revealing sufficient mechanical performance alongside cost reduction at medium to large production scales.

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Page Count

327

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Springer Nature

Published Date

ISBN 10

3031229568

ISBN 13

9783031229565

The meaning of arts for brands

The example of the Austrian chocolatier Zotter

By: Katharina Maute

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The meaning of arts for brands

The example of the Austrian chocolatier Zotter

By: Katharina Maute

Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, University of Southern Denmark (Marketing & Management), language: English, abstract: The aim of this case study is to carve out the multilayer role of art for creating zotter chocolate and zotter package design, and accordingly for the brand zotter. Therewith I would like to deepen our understanding of the diverse use/ commitment art can have for every day products like chocolate. To do so, I will handle zotter products as art-works. That means I will not consider art to transport a message, to copy reality or in other words to be an instrument for branding (as the classical branding literature does (cf. Lüddemann, 2007, p. 9 sqq.)), but as an “independent, [autonomous] creative meaning producer” (Lüddemann, 2007, p. 9). Thus I will undertake a thought-experiment by applying a cultural studies perspective to an everyday commodity. I will proceed as follows. Firstly I will define art with an eye to zotter products. The third chapter deals with the question what art means for zotter products. The first sub chapter is about art awarding its own characteristics to a product, namely innovation and prestige. In the second subchapter I discuss art which communicates meaning- and sense offers. This includes the assumptions that art could be a method to stimulate the customer’s reflection, that art could constructs the customer’s perception of reality, that art could connect contradictions and that art could create a multi-sensory experience. Subsequently I summarize what my findings mean for the brands image and the brand per se. Finally I close the paper with a short wrap up and a conclusion.

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GRIN Verlag

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ISBN 10

3656381534

ISBN 13

9783656381532

What makes a brand authentic? The example of "The Body Shop"

By: Katharina Maute,Jennifer Borchers

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What makes a brand authentic? The example of "The Body Shop"

By: Katharina Maute,Jennifer Borchers

Seminar paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, University of Southern Denmark (Marketing & Management), course: Advanced Marketing Communication, language: English, abstract: Because consumers want a brand to be authentic (cf. Brown, Kozinets, & Sherry, 2003, p. 21; Schallehn, 2012, p. 10), brands are under pressure to be in accordance with this need. Especially when acting on a diverse and particularly saturated market, it is important for every company to distinguish itself from the market place. This distinction can be accomplished by providing confidence or trust (cf. Schallehn, 2012, p. VII). “A relatively new approach, which is aimed at strengthening this brand trust, is the concept of brand-authenticity” (Schallehn, 2012, p. VII). But what exactly makes a brand authentic? This question divides authors. There are several approaches which define multiple ways of what can make a brand authentic. We assume that most of these theories do not contradict and can be used parallel, something we will show with the example of the 1976 founded British cosmetics producer and franchisor THE BODY SHOP. For this we exemplary examine THE BODY SHOP’s authenticity by comparing the company’s communication activities to the core authenticity theories. In doing so we want to figure out if THE BODY SHOP can be seen as authentic in light of the literature. It is not our intention to prove if the company is subjectively or perceived authentic. For this purpose we firstly clarify how authenticity becomes apparent (see chapter 2). Afterwards we shortly introduce THE BODY SHOP’s five core values (see chapter 2.2.), because they are the basis for all the company’s communication activities. Then we introduce several theories (see chapter 3) which show different models of what makes a brand authentic. And in addition we apply the appropriate theories to THE BODY SHOP’s communication activities concerning the company values (see chapter 3).

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GRIN Verlag

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3656521336

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9783656521334

Book's by Katharina Maute

Digitalization of design for support structures in laser powder bed fusion of metals

Digitalization of design for support structures in laser powder bed fusion of metals

The meaning of arts for brands

The meaning of arts for brands

What makes a brand authentic? The example of "The Body Shop"

What makes a brand authentic? The example of "The Body Shop"

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