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Design & Brand: Managing The Relationship

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Nicolas MINVIELLE and Marie-Catherine MARS


"Within the existing literature on brands, little attention has been paid to the contribution of design to the development of a pertinent brand experience. This paper examines the potentially cohesive role of design in creating a distinctive brand experience, and is an attempt to reveal the managerial conditions that could enhance the collaboration between designers and brand managers. The exploratory approach relies on in-depth interviews of 45 design managers, conducted in a French context. The results underline, for the firms being studied, 1) a greater understanding of the crucial role of design for both innovation and the creation of the brand concept, 2) a lessened awareness of its benefits for the tactical & operational management of the brand experience, and 3) various practices of Brand Design Management among different industries."


PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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