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Göteborgs universitets publikationer

Design and Branding – a Nice Couple of False Friends?

Författare och institution:
Ulla Johansson (Gothenburg Research Institute (GRI)); Lisbeth Svengren Holm (-)
Publicerad i:
Schroeder, J. and Salzer-Mörling M. (ed.) Brand Culture. ,
Sammanfattning (abstract):
The concept “Brand management” has grown in popularity the last decade fostered by practi¬tio¬ners and researchers alike. Branding has become the overriding concept in marketing and strategic management. Also a big share of today’s consumption is regarded as “brand consumption”. A parallel trend is the interest in design. Design has become a cherished concept for strategic innovation, differentiation as well as for branding. However, before design reached this position design management emerged as a concept for integrating design into a management context. When comparing brand management (BM) and design management (DM) we noticed that they share a similar rhetoric. Both concepts claim to deal with the strategies of differentiation and positioning, the identity of the company and/or its products and to create values for both producer and customers. Despite the interest for design, design management as a concept did not grow out of its marginal role in management. Instead brand management absorbed the interest that occurred for design (Walton, 2002). However, the complexity of design and the design process do not seem to be caught within the brand management concept. Rather design as an aesthetic appeal is simplified and taken for granted. There seem to be differences between brand management and design management that need to be highlighted if to understand the role that design can play for the creation of brands. We therefore wanted to investigate how the BM and DM relate to each other, how we can understand the differences and similarities. In this chapter we will compare the roots and concepts of BM and DM. The aim is to create a better understanding of the comple¬xi¬ties of design as this could be a contribution also for the development of brand management.
Ämne (baseras på Högskoleverkets indelning av forskningsämnen):
Ekonomi och näringsliv ->
Postens nummer:
Posten skapad:
2007-12-07 13:00
Posten ändrad:
2007-12-07 13:11

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