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| Author: | Montaña, J. Guzmán, F. Moll, I. |
| Title: | Branding and design management: A brand design management model |
| Journal: | Journal of Marketing Management
2007 : VOL 23:9-10, p. 829-840 |
| Index terms: | brands design management case studies brand valuation innovation new products |
| Language: | eng |
| Abstract: | Brands have become important organizational assets for firms. Firms are searching new ways to build brands achieving a differentiated status among consumers. This paper analyzes the importance of design and strategic design management for brand building. The model integrating branding and design management is presented. It is based on interviews of 37 owners and/or top managers of 28 Spanish companies. Integrating the design with innovation process, the model aims at building consistent brand experiences. |
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