Role of design on brand building. Evaluating design dimensions of branding elements, managers and design experts reactions

The main objective of this study is to define what means a good design, how it can be measured and reflect brand identity as a key aspect of branding strategy. According to this, web, logo and product design were measured considering three dimensions: credibility, expressivity and functionality. The methodological design was defined by a quantitative approach with 58 Spanish companies considering small and medium segments from variety industries. The results offer insights about what mostly affects a good design and also reveal critical differences about managers and design experts perceptions. Authors also advise research limitations and future developments.