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

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Resumen

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.

Idioma original	Inglés
Título de la publicación alojada	Handbook on brand and experience management
Páginas	88-98
Estado	Publicada - 1 dic 2008

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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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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

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Branding and design management

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