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Author Hestad, Monika.
Title Branding and product design : an integrated perspective / Monika Hestad.
Imprint Surrey, England ; Burlington, VT : Gower, [2013]

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Author Hestad, Monika.
Series Gower applied research
Gower applied business research.
Subject Brand name products.
Product design.
Branding (Marketing)
Description 1 online resource (xv, 166 pages) : illustrations.
polychrome rdacc
Bibliography Note Includes bibliographical references (pages 151-158) and index.
Contents Cover; Contents; List of Figures; List of Tables; About the Author; Acknowledgements; Introduction; 1 Strategy: The Brand and the Product; 2 History: Value-centredness in Branding and Design; 3 Products: Performing Brand Stories; 4 Context: A Dynamic Learning Process; 5 Planning: Preparing for the Use of Design Knowledge; 6 Research: Informing the Design Process; 7 Innovation: Balancing Coherence and Change; Epilogue; References; Index.
Summary Branding and design are moving closer together. Despite the strong link between famous brands and the products sold under their name, there is still a gap in understanding the relationship between product design and brand-building - Monika Hestad plugs that gap. Branding and Product Design examines how winning brands appear to be more creative and authentic than less successful ones. The book provides tools to help understand the role of products in building a brand and guidelines for how to bring branding and product design processes together. There are case studies based on the author's resea.
ISBN 9781409446279 (e-book)
1409446271 (e-book)
1299056377 (ebk)
9781299056374 (ebk)
9781409446262 (hardback alk. paper)
ISBN/ISSN 40022215438
OCLC # 828743756
Additional Format Print version: Hestad, Monika. Branding and product design. Surrey, England ; Burlington, VT : Gower, ©2013 9781409446262 (DLC) 2012033345 (OCoLC)809249956

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