Determining How Design Affects Branding
http://www.uie.com/articles/design_and_branding/

User Interface Engineering
2002

Abstract:

Designers often tell us part of their responsibilities is to enhance the branding of a site, product, or organization. In recent years, we've focused our research on understanding how design can have a positive effect on a brand. In our research, we've learned that brands are an investment instrument. With a savings account, money is deposited so that interest accrues -- the investment grows over time.