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Branding and Product Design: An Integrated Perspective

Autor Monika Hestad
en Limba Engleză Paperback – 24 iun 2024
Why do winning brands appear to be more creative and authentic than less successful ones? Despite the strong link between famous brands and the products sold under their name, there is still a gap in understanding the relationship between product design and brand-building - Monika Hestad plugs that gap. Branding and Product Design discusses key questions about the link between product and brand and about design processes and innovation. It examines these questions on both macro and micro levels and provides the reader with tools to help understand the role of products in building a brand, and how to bring the brand and the product design process together. These are based on the author's research into branding and product design, her years of teaching these topics, and her own industrial practice. Qualitative interviews delivering an 'insider' perspective on major brands bring abstract concepts to life. The book includes case studies from well-known and up-and-coming brands and will prove invaluable to design practitioners, marketers, managers and other professionals working close to designers. It will also benefit those teaching and studying, particularly if they are involved in the new higher education programmes where business schools and design schools are co-operating to reflect the intersection between design and branding.
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Specificații

ISBN-13: 9781032837215
ISBN-10: 1032837217
Pagini: 182
Dimensiuni: 174 x 246 x 13 mm
Greutate: 0.34 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

General

Notă biografică

Dr Monika Hestad is a brand and design strategist, an associate lecturer at Central Saint Martins College of Arts and Design in London and heads the consultancy Brand Valley Design. She has more than a decade's experience as a designer, and has conducted branding and design work in high-tech, FMCG and service sectors, private and public, working with brands including Nokia, Yellow Pages, Thrane & Thrane, Kvaerner, NokiaSiemens Networks, Mars, Stokke, Ringnes (Carlsberg), and Procter & Gamble. In addition to regular teaching in London and at the Oslo School of Architecture and Design, she lectures at other prestigious institutions and teaches entrepreneurs and designers in Beijing and Seoul. Hestad has a Masters in Industrial Design from the Oslo School of Architecture and Design and a PhD in Branding and Design from the same school.

Cuprins

List of Figures
List of Tables About the Author Acknowledgements
Introduction
Chapter 1 Strategy: The Brand and the Product
Chapter 2 History: Value-centredness in Branding and Design
Chapter 3 Products: Performing Brand Stories
Chapter 4 Context: A Dynamic Learning Process
Chapter 5 Planning: Preparing for the Use of Design Knowledge
Chapter 6 Research: Informing the Design Process
Chapter 7 Innovation: Balancing Coherence and Change
Epilogue
References
Index

Descriere

Branding and design are moving closer together. Despite the strong link between famous brands and the products sold under their name, there is still a gap in understanding the relationship between product design and brand-building - Monika Hestad plugs that gap. Branding and Product Design examines how winning brands appear to be more creative and