19/02/2015

20thInternationalConferenceonEngineeringDesign(ICED15)ConfToolProPrintout

ReviewResults
ContributionDetails
ConferenceTrack/TypeofSubmission:FullPaperSubmission

328

Buildingbrandsthroughdesign:Asystematic
bibliographicalreview
Michelini,GustavoAmaral,DanielCapaldo
Organization(s):UniversityofSaoPaulo,SaoCarlosSchoolofEngineering

Submittedby:GustavoMichelini(UniversidadedeSoPaulo,BR),ID:1795
Topics:Designmethodsandtools,Designprocesses,DesignforacontentedLife,
Designresearchapplicationsandcasestudies,Designtheoryandresearch
methodology
Keywords:Industrialdesign,Designmanagement,Designprocess,Branding

ReviewResultoftheProgramCommittee

MajorRevisionRequired
WewouldliketoinformyouthatyourpapersubmittedforICED15hasbeenprovisionallyaccepted,witharequest
formajorrevisions.
Thefinaldecisionaboutacceptancewillbemadeaftersubmissionofarevisedversiontogetherwithadetailed
descriptionoftheappliedmodifications.

MessagefromChairstoAuthors
RemarksonFormatting!
Forpreparationofthehardcopyoftheproceedingsitisessential:
tousetheICED15papertemplate(noimitation)
allthefullpapersconformtotheinstructionsspecifiedintheICED15papertemplate
(ICED15_Template_Instruction_for_authors)incl.bordermargins,header/footer,etc..Noauthorshouldmodifythis
templatetofittheirpaperswithinthespecifiedpagelimitandformatallpaperswithamodifiedtemplatewillbe
returnedtotheauthorsforcorrection.

OverviewofReviews
Questions
Competenceofthereviewerinthetopicofthepaper
RELEVANCE
ORIGINALITY
QUALITY
VALUE

10%
10%
20%
10%

PRESENTATION
RECOMMENDATION

10%
40%

Review1

Review2

Review3

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48

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Totalpoints(outof100)

Review1
Evaluationofthecontribution
RELEVANCE

ORIGINALITY

QUALITY

VALUE

(10%)

(10%)

(20%)

(10%)

PRESENTATION RECOMMENDATION Totalpoints(outof

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48

Reviewer'scommentsonthecontribution
SUMMARYOFCONTRIBUTION:
Thepaperpresentsabibliographicreviewoftheimportantissueofcoordinatingbrand
identitywiththefeaturesdesignedinaproduct.Itproposestheroleofabrandmanager
toworkalongsideadesignteamtohelpensurethatissuesrelatedtobrandingand
marketpositioningareconsideredduringtheproductdesignprocess.
Commentsfortheauthors:
Thepaperisproperlyformattedandwithintheallowedlength.
Thisisaveryimportantissueinproductdesignastherearemanycompetingpriorities
betweendisciplines/actorsinvolvedintheprocessfrommarketing,engineeringdesign,
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19/02/2015

20thInternationalConferenceonEngineeringDesign(ICED15)ConfToolProPrintout

industrialdesign,manufacturing,etc.Anengineeringdesignteammaybehighly
focusedonlyontechnicalsolutionsforrequiredfeaturesofwhichtheremaybe
several.Identifyingthecorrectoneisalwaysacompromisebetween
business/marketingobjectives(suchasproductportfoliostrategy,productioncosts,time
tomarket,overallproductlifecycle)andcustomerneeds/expectations(ensuringthat
functionalsolutionsareappropriate,acceptable,usable,etc).

Thejournalsandothersourcesincludedintheliteraturesearcharegood,butnotlikely
completeinthiscase.Theomissionofliteraturefrommarketingmanagementisabig
weaknessinthispaper.Brandingisfundamentallyamarketingactivityanditis
primarilydrivenbybusinessstrategy,notaproductdesignteam.Ofcourseproduct
designteamscananddooftenprovidevaluableinputonhowtopersonifyabrandwithin
adesign.Industrialdesignersforexamplearespecificallytrainedtobeabletocreate
designswithinagiven'brandlanguage'Thecreationofabranddoesnottypically
originatefromadesignteam,insteadtheytypicallyconformtoastrategythatisdefined
bybusinessneeds/objectives.
Thepaperiswellpresented,butIthinktheinitialstatedproblem"Whatarethebest
prectices(sic)thatadesignteamcanhelpbrandmanagerstocreateabrand"isnot
applicable.
Somerolesofabrandmanagerinproductdesignareoutlinedinthispaper,though
thesehavebeenwellcoveredinexistingmanagementliterature.

Review2
Evaluationofthecontribution
RELEVANCE

ORIGINALITY

QUALITY

VALUE

(10%)

(10%)

(20%)

(10%)

PRESENTATION RECOMMENDATION Totalpoints(outof

(10%)

(40%)

100)

54

Reviewer'scommentsonthecontribution
SUMMARYOFCONTRIBUTION:
Thispaperpresentsabibliographicreviewonbrandingthroughdesign.Thisresearch
followsaspecificmethodofsearchingrelatedpaperwhichIthoughtwasgood.Asan
outcome,thispaperpresentsaconceptualframeworkwhichisasimplebuteffectiveway
ofrelatingfactorsindesignprocess.
Commentsfortheauthors:
Althoughasignificantattemptwasmadetoincluderelevantpapersforthisbibliographic
reviewpaperbutdidntanswerthequestionsthatwerepromisedatthebeginning.This
paperclaimsthataframeworkwassuggestedabouthowdesignerscancontributeto
thebrandcreation,Ididntfindtheanswertothisquestion.Fewmorequestionswere
posedbutanswerswerenottooclear.
ForabibliographicreviewIwouldexpectlotmorepaperstobereferenced,asthereare
plentyofspaceavailable.
SignificantworkisneededtoimprovetheEnglishandreadability.Pleasecorrectthe
typosandspellings.
Pleasecompletethereferences,includingthenameoftheauthor,titleofthedocument,
article,orbook,dateofpublication,placeofpublication,publishingcompany,volume
number,andthepagenumber.

Review3
Evaluationofthecontribution
RELEVANCE

ORIGINALITY

QUALITY

VALUE

(10%)

(10%)

(20%)

(10%)

PRESENTATION RECOMMENDATION Totalpoints(outof

(10%)

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(40%)

100)

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Reviewer'scommentsonthecontribution
SUMMARYOFCONTRIBUTION:
Thepaperinvestigatedidentifiersfordecisioncategoriesforcreationofbrands.
Commentsfortheauthors:
Thisisaveryshortandnarrowpaperforasystematicbibliographicreviewofhow
brandsarecreatedandthedecisionmechanismsused.Iseegreatvalueinproviding
bestpractices(potentiallyfromcasestudies)andguidelinestodesignersinstructuring
newbrandsandhowthesebrandscanbeenhancedviadesignhowever,thispaperis
barelytouchingtothesepractices.Theauthorsshouldconsiderwideningtheirscope
andsubmittingthisworkasajournalarticle(nota7pageconferencepaper)with
appropriateoutcomes,asproposed.

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