Branding and design management

Research output: Book chapterChapter


Design as a source of differenciation has become a key element for brand building. Good design is important for branding not only because aesthetical pleasign products and services compete better for consumers' short attention span but also because it may serve as a cohesive factor for all elements that configure a brand experience. This chapter examines issues in branding and design management. It analyses the importance of design for brand building, and the importance that strategyc design management can have for brand management.
Original languageEnglish
Title of host publicationHandbook on brand and experience management
Publication statusPublished - 1 Dec 2008


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