Abstract
In the area of marketing and branding, design and the design competencies are frequently seen as ‘supplier(s)’ of product attributes as something to be added to ‘the core’ i.e. the brand itself. As a metaphor design has been constructed as sugar coating. Even though the coat is important it does not make full use of the potential that the design methodologies represent. This article discuss how the area of branding, specifically service branding, can make better use of the potential that design holds and the challenges it brings.
DOI
https://doi.org/10.21606/nordes.2005.035
Citation
Andersson, J.(2005) Design as a way of bringing a service brand to life: the design dimension in brand development, in Binder, T., Redström, J. (eds.), Nordes 2005: In the making, 29-31 May, Royal Danish Academy of Fine Arts, Copenhagen, Denmark. https://doi.org/10.21606/nordes.2005.035
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Design as a way of bringing a service brand to life: the design dimension in brand development
In the area of marketing and branding, design and the design competencies are frequently seen as ‘supplier(s)’ of product attributes as something to be added to ‘the core’ i.e. the brand itself. As a metaphor design has been constructed as sugar coating. Even though the coat is important it does not make full use of the potential that the design methodologies represent. This article discuss how the area of branding, specifically service branding, can make better use of the potential that design holds and the challenges it brings.