Abstract
In this paper we introduce a new framework for categorising product identity strategies. While we have devised this as part of an ongoing study of the current competition among mobile handset producers in China, we anticipate this scheme may apply to other markets. Focusing on manufacturers who have previously operated without formal design strategies and in an environment in which design is itself an immature practice, our case studies are also very illuminating with regard to the general situation of consumer product design in China.
Citation
Jie, C., and Wear, E. (2004) Branding Your Product: Product Identity and its Application in China., in Redmond, J., Durling, D. and de Bono, A (eds.), Futureground - DRS International Conference 2004, 17-21 November, Melbourne, Australia. https://dl.designresearchsociety.org/drs-conference-papers/drs2004/researchpapers/48
Branding Your Product: Product Identity and its Application in China.
In this paper we introduce a new framework for categorising product identity strategies. While we have devised this as part of an ongoing study of the current competition among mobile handset producers in China, we anticipate this scheme may apply to other markets. Focusing on manufacturers who have previously operated without formal design strategies and in an environment in which design is itself an immature practice, our case studies are also very illuminating with regard to the general situation of consumer product design in China.