Handbook on Brand and Experience Management
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Handbook on Brand and Experience Management

Edited by Bernd H. Schmitt and David L. Rogers

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.
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Chapter 7: Branding and Design Management

Jordi Montaña, Francisco Guzmán and Isa Moll


Jordi Montaña, Francisco Guzmán and Isa Moll Design as a source of differentiation has become a key element for brand building. Good design is important for branding not only because aesthetically pleasing products and services compete better for consumers’ short attention span (Berkowitz, 1987; Page and Herr, 2002), but also because it may serve as the cohesive factor for all elements that configure a brand experience. Through design, the consistency of all brand elements can be achieved, allowing customers to understand better what a particular brand does for them and what it stands for. Design is important to a firm and should be integrated with other business functions, even though its integration may be difficult, ‘given the tension between the values of designers and the output and performance-focused business disciplines’ (Beverland, 2005, p. 196). For this reason, design must be guided by the brand and a closer integration should exist between design and brand management (Beverland, 2005; Borja de Mozota, 2003; Kreuzbauer and Malter, 2005; Schmitt, 1999; Stompff, 2003; Svengren-Holm and Johansson, 2005). In recent years, brand building and design have become strategic for companies: while brands have become important organizational assets, design, by enhancing product aesthetics, produces positive effects on consumer preference and organizational performance. However, little attention has been placed on how design can enrich the brand building process. This chapter examines issues in branding and design management. We analyze the importance of design for brand building, and the importance that strategic...

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