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

Eliane Cristine Francisco-Maffezzolli, I. Moll de Alba Mendoza, J. Montaña Matosas

Research output: Conference paperContribution

Abstract

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.
Original languageEnglish
Publication statusPublished - 5 Apr 2011
Event7th Global Brand Conference 2011 -
Duration: 4 Apr 20117 Apr 2011

Conference

Conference7th Global Brand Conference 2011
Period4/04/117/04/11

Fingerprint

Dive into the research topics of 'Role of design on brand building. Evaluating design dimensions of branding elements, managers and design experts reactions'. Together they form a unique fingerprint.

Cite this