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Materiality, Design and Brand Management

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Fernando Pinto SANTOS and Marta MORILLO


Despite the fact that in recent years design management has become
strategic for companies there’s lack of research about the intersection of
processes of new production creation and brand management activities. Our
research addresses this gap through a longitudinal case study of an
International leading furniture manufacturer. We have focused our study in
processes of new product creation and explored how design management
impacts the managerial understanding about brands. Our study suggests
that product design strongly affects how brands are envisaged and managed
in the company. These findings challenge the dominant idea of the necessary
subordination of design management activities to the higher level of brand
management strategy. Our case shows that design management and the
design of products also impact brand management activities and this
influence should not be disregarded. We believe that a deeper and finergrained
knowledge about this line of inquiry is valuable to advance the
understanding on how materiality is intertwined with brand management


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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