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| Author: | McWilliam, G. Dumas, A. |
| Title: | Using metaphors in new brand design |
| Journal: | Journal of Marketing Management
1997 : MAY, VOL. 13:4, p. 265-284 |
| Index terms: | BRANDS PRODUCT DESIGN PRODUCT IMAGE MIS INNOVATION |
| Language: | eng |
| Abstract: | This study addresses a gap in brand development: there is not information enough given to how managers understand and communicate to each other about future brand's vision. Using metaphors in brand design gives ability for a team to create a clear brand vision. Brand development happens in a multi-disciplinary environment which make management complex. Different managers must translate meanings held by consumers into tangible service and product specifications. In a brand team everyone needs to understand and be a part of the process of brand creation. Metaphors can be used as the brand tools which make the prosess more concrete. |
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