MK543E –

ADVANCED
BRAND
MANAGEMENT
Theme 4
Design and Brand Management
IV. Design and Brand Management
A. What is design?
B. Design as a discipline
C. Design as an output
D. Managerial implications

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 IV. Design and Brand Management
What is design?

http://www.elleadore.com/article/aesop-le-persil-qui-nous-donne-envie-4653

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 IV. Design and Brand Management
What is design?

http://www.aesop.com/fr/

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 IV. Design and Brand Management
What is design?

http://www.cheungvogl.com/aesop_mitsukoshi.htm
http://www.nadaaa.com/#/projects/aesop-fillmore/

Aesop Fillmore Street, San Francisco Aesop, Mitsukoshi, A11, Taiwan

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 IV. Design and Brand Management
What is design?

Design is a creative, transversal and

collaborative discipline that can relate to different
fields such as engineering, manufacturing,
marketing, but also architecture, fashion,
graphical design, etc.
Design may also be viewed as the final output of
the process. It is referred to as product design,
product shape or product form and relates to the
product’s visible characteristics.

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 IV. Design and Brand Management
Design as a discipline

Product and packaging design

1900

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 IV. Design and Brand Management
Design as a discipline

Visual identity system

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 IV. Design and Brand Management
Design as a discipline

3D design

1900
1900
http://www.jmclimited.ca/portfolio/reception-areas

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 IV. Design and Brand Management
Design as a discipline

3D design

1900
1900
http://www.infinitiofreno.com/dealership/about.htm

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 IV. Design and Brand Management
Design as an output

Two central relationships between design and

brands:
Product aesthetics produce positive effects on firm
performance,
Design also plays a primary role in creating the
identity and value of brands.

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

Brand Recognition

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

Brand Recognition

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

Brand Values

http://www.cat.com/en_US/products/new/equipment/off-highway-trucks.html
http://www.shopcaterpillar.com/detail/CAT+P70042+90

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

Brand Values

Semantic
transformation

Brand Values Design features

The core brand values are transformed into a visual design language

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

Brand Values

Brand Values Design features Consumer

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?
Explicit references are embedded in design features that
designers implement with the intention of being immediately
perceived and recognized.

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

http://www.chanel.com/en_US/fashion/products/handb
ags/g.new-this-season.sto.new.html

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?
Implicit references are based on features not so readily
distinguished in the product but implemented with the intention of
being perceived and recognized without customers being
consciously aware of them.

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

http://www.underconsideration.com/brandnew/archives/the_cat_got_peugeots_tongue.php#.Uv4
KNYVqLSc

1858 1925 1936 1960 1970 1980 2002

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

http://www.meltingpotsafaris.com/wordpress/?paged=2

http://www.museepeugeot.com/en/aventure-
http://www.france-pittoresque.com/spip.php?article4614
peugeot-museum/museum-virtual-visit.html

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

Peugeot 206 Peugeot 207 Peugeot 208

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

Peugeot 306 Peugeot 307 Peugeot 308

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?

Peugeot 406 Peugeot 407 Peugeot 508

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?
Characteristics whose attribution is close to universal can be
regarded as so-called complete characteristics.

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?
Partial characteristics have a lesser scope of attribution.

Karjalainen and Snelders, 2010

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 IV. Design and Brand Management
Design as an output

How does design help build strong brand equity?

How consumers recognize design features?
Partial characteristics have a lesser scope of attribution.

Nokia 101 Nokia Asha 300 Nokia 808 Nokia Asha 302 Nokia 515 Nokia Lumia 900

http://www.nokia.com/fr-fr/mobiles/tous-les-portables/

Nokia portfolio, 2014

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 IV. Design and Brand Management
Managerial implications

Brand design and brand personality

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 Orth and Malkewitz, 2008

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 Orth and Malkewitz, 2008

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 IV. Design and Brand Management
Managerial implications

Brand design and brand personality:

Natural designs convey sincerity and sophistication, but
low impressions of excitement in the category of wine
and average impressions of excitement in the category
of perfume

Orth and Malkewitz, 2008

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 IV. Design and Brand Management
Managerial implications

Brand design and brand personality:

Delicate designs convey impressions of competence
and sincerity.

Orth and Malkewitz, 2008

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 IV. Design and Brand Management
Managerial implications

Brand design and brand personality:

Contrasting design results in low/ average impressions
of sophistication in the category of wine/perfume.

Orth and Malkewitz, 2008

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 IV. Design and Brand Management
Managerial implications

Brand design and brand personality:

Highly codable designs: natural designs convey
sincerity, but low impressions of excitement.

Orth and Malkewitz, 2008 Belboula and Ackermann, in progress

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 IV. Design and Brand Management
Managerial implications

Brand design and brand personality:

Highly codable designs: delicate designs convey
impressions of sincerity.

Orth and Malkewitz, 2008 Belboula and Ackermann, in progress

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 IV. Design and Brand Management
Managerial implications

Brand design and brand personality:

Low codable designs: contrasting design results in low
impressions of sophistication in the category of wine,
only average impressions of sophistication in the
category of perfume, and strong impressions of
sophistication, at both implicit and explicit levels.

Orth and Malkewitz, 2008 Belboula and Ackermann, in progress

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

The use of key design features facilitates the attribution of
branded products extended in a new product category by
consumers

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

Chalmers University – students works

Instructions given to students: to design a new product

for two different brands, with a strong difference in
design between the two products. In both cases, the
new product was a brand extension (new product
category). Explicit and implicit design features were to
be integrated.

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

Chalmers University – students works: drink container

Karjalainen, 2007

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

Chalmers University – students works: razors

Karjalainen, 2007

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

Chalmers University – students works: razors

Ford T (1908 – 1927) Peugeot 402 (1935 – 1940)

Chrysler Airflow (1934) http://www.pbs.org/wgbh/buildingbig/wonder/str

http://lautomobileancienne.com/chrysler-airflow-1934-1937/ ucture/chrysler2_skyscraper.html

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

Underlying theory: the recognition-by-components (RBC)
theory of object perception and recognition (Biederman,
1987)

Objects can be specified as a spatial arrangement of so-

called “primitive” or primary volumetric components, which
are called geometric icons, or geons

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

http://www.signejohansen.c http://www.ikea.com/us/en/catal http://www.doobybrain.com/2009/0

om/?p=852 og/products/70084652/ 3/08/ceramic-diner-mugs/

http://www.vivaterra.com/owl-mugs.html http://www.squidoo.com/disney-coffee-mugs

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

http://mototribu.com/constructeur/ktm/2014/offroad/wallpaper/imagepages/imag http://luweh.com/ktm-200-duke-2012/2012-ktm-200-duke-road/
e201.html

Off road Street

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

1998 1999 2000 2004

Kreuzbauer and Malter, 2005

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

1998

Shape Tire Tread Wheel/ Tank Form Exhaust Pipe Saddle Form
Fender Distance

Kreuzbauer and Malter, 2005

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

1998 1999

Shape Tire Tread Wheel/ Tank Form Exhaust Pipe Saddle Form
Fender Distance

Kreuzbauer and Malter, 2005

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

1998 1999 2000

Shape Tire Tread Wheel/ Tank Form Exhaust Pipe Saddle Form
Fender Distance

Kreuzbauer and Malter, 2005

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 IV. Design and Brand Management
Managerial implications

Brand design and brand extensions

1998 1999 2000 2004

Shape Tire Tread Wheel/ Tank Form Exhaust Pipe Saddle Form
Fender Distance
Kreuzbauer and Malter, 2005

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 IV. Design and Brand Management
Managerial implications

Managing the brand portfolio

define product features that have more explicit and more
widely understood references to the brand.

http://www.purseblog.com/chanel-bags/making-of- http://www.malleries.com/-chanel-cc-gold-tone-
chanel-classic-flap-bag.html chain-and-black-leather-belt-x221-i-72999-s-
337.html?images=true#img2

quilted leather metal and interwoven leather strap

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 IV. Design and Brand Management
Managerial implications

Managing the brand portfolio

identify lead products which may serve as internal
symbol for what the brand stands for.

metal and
interwoven leather
strap

quilted leather

http://www.chanel.com/en_US/fashion/products/handbags/g.iconic.sto.ico.html

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 IV. Design and Brand Management
Managerial implications

Managing the brand portfolio

decide how flexible you want to be about the use of your
brand iconic design features.

Line « Iconic »

http://valerietan.com/2010/01/page/2/ http://www.purseblog.com/chanel-
bags/making-of-chanel-classic-flap-
bag.html

http://www.chanel.com/en_US/fashion/products/handbags/g.boy-chanel.sto.boy.html

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 IV. Design and Brand Management
Managerial implications

Managing the brand portfolio

decide how flexible you want to be about the use of your
brand iconic design features.

Line « Boy »

http://www.chanel.com/en_US/fashion/products/handbags/g.boy-chanel.sto.boy.html

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 IV. Design and Brand Management
Managerial implications

Managing the brand portfolio

decide how flexible you want to be about the use of your
brand iconic design features.

Line « Boy »

http://www.chanel.com/en_US/fashion/products/handbags/g.boy-chanel.sto.boy.html

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 IV. Design and Brand Management
Managerial implications

Managing the brand portfolio

decide how flexible you want to be about the use of your
brand iconic design features.

Line « Evening »

http://www.chanel.com/en_US/fashion/products/handbags/g.boy-chanel.sto.boy.html

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 IV. Design and Brand Management
Managerial implications

Managing innovation
Context elements which impede innovation
The context of the brand.

http://worldwide.hyundai.com/WW/Showroom/Cars/Centennial/PIP/index.html

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 IV. Design and Brand Management
Managerial implications

http://worldwide.hyundai.com/WW/Showroom/Cars/Centennial/PIP/index.html

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 IV. Design and Brand Management
Managerial implications

Managing innovation
Context elements which impede innovation
The context of the market.

http://whitsblog.com/wp-content/uploads/2011/09/crystalpep.jpg

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 IV. Design and Brand Management
Managerial implications

Managing innovation
How to deal with brand heritage?
First step is to analyze your brand heritage.

Karjalainen, 2007

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 IV. Design and Brand Management
Managerial implications

Karjalainen, 2007

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 IV. Design and Brand Management
Managerial implications

Managing innovation
How to deal with brand heritage?
Second step is to identify which inherited design features
symbolize in the best way your brand identity.

Boatwright, Cagan, Kapur, and Saltiel, 2009

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 IV. Design and Brand Management
Managerial implications

Boatwright, Cagan, Kapur, and Saltiel, 2009

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 IV. Design and Brand Management
Managerial implications

Boatwright, Cagan, Kapur, and Saltiel, 2009

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 IV. Design and Brand Management
Managerial implications

Managing innovation
Design as a bridge between brand heritage and
innovation.
Louis Vuitton and Takashi Murakami

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 IV. Design and Brand Management
Managerial implications

Managing innovation
Design as a bridge between brand heritage and
innovation.
Louis Vuitton and Steven Sprouce

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 IV. Design and Brand Management
Managerial implications

Managing innovation
Design as a bridge between brand heritage and
innovation.
Louis Vuitton and Jeff Koons

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