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Brand Equity and Brand Extension with Design Strategy

By Christopher Kenton "What Is a Brand? Name, Sign, Symbol that distinguishes the products and services of one company from all others."

"BusinessWeek "Brand Extensions - Good design can also be an image enhancer and bring new life to existing brands. Companies have to go beyond the basics -- designing a great shape and terrific features for a product -- to win really big in the marketplace. They have to use design to reinterpret existing categories and open up new market spaces for their brands. They need to use design to understand what their brands really stand for in the minds of consumers."

Design Strategy can provide a tactical advantage by delivering a powerful brand message. One of the hottest trends within corporations is using design research strategically to help identify new product categories and extend core brands into other markets. The tools of design research, such as consumer observation and fast prototyping, can challenge conventional wisdom and promote innovation. And by aligning design with advertising, marketing, packaging, and service, companies can deliver a more powerful brand message.

Negocios July 29, 2005 06:39 AM