Transforming Brand Strategy To Product Design

Topics:
Brand Management,
Brand Strategy
Tags:
Brand,
Brand Strategy,
Branding,
Marketing,
Product Design,
Product Marketing,
Strategic Management
Source:
University of Art and Design Helsinki

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Overview: Strategic management of product design is a crucial issue with respect to brand recognition and differentiation. The key question to consider is: How may companies' transform their strategic intentions to product design. To approach this question, a qualitative case study approach was used. The case studies of Volvo passenger cars and Nokia mobile phones are briefly discussed in the paper. They illustrate rather different realities and approaches towards strategic brand communication through design. The paper aims to outline the main thematic issues and practices of brand communication through design, as they are relevant to strategic management of new product development.

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Format: PDF | Size: 240KB | Date: Jun 2005 | Pages: 12

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