Branding and design management:

Francisco Guzmán Garza; I. Moll de Alba Mendoza; J. Montaña Matosas

Branding and design management

Francisco Guzmán Garza, I. Moll de Alba Mendoza, J. Montaña Matosas

Esade

Research output: Book chapter › Chapter

Abstract

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 language	English
Title of host publication	Handbook on brand and experience management
Pages	88-98
Publication status	Published - 1 Dec 2008

Cite this

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title = "Branding and design management",

abstract = "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.",

author = "{Guzm{\'a}n Garza}, Francisco and {Moll de Alba Mendoza}, I. and {Monta{\~n}a Matosas}, J.",

year = "2008",

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language = "English",

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AU - Guzmán Garza, Francisco

AU - Moll de Alba Mendoza, I.

AU - Montaña Matosas, J.

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N2 - 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.

AB - 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.

M3 - Chapter

SN - 978-1-84720-007-5

SP - 88

EP - 98

BT - Handbook on brand and experience management

ER -

Branding and design management

Abstract

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