This chapter aims at drawing attention to the relevance of design (theories, methods, and practices) in the context of branding and brand management. It does so by following a structure that is mostly inspired by the "brand thinking canvas"divided into three main areas: brand core, brand identity, and brand interactions. This division is used to present the current challenges, gaps, and future possibilities in what can be considered the state-of-the-art of brand design research, addressing the epistemological issues of branding, raising questions around authenticity, dynamic identities, brand narrative design and audience participation, proxemics in branded spaces, design thinking and hybrid business models, and finally, the concept of smart brands and how they must prepare for a future that includes machine learning, the metaverse, bots, and extended realities.
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