Monika Hestad

Branding and Product Design (eBook, ePUB)

An Integrated Perspective

• Format: ePub

Produktbeschreibung

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 research, her years of teaching, and her own practice. Interviews delivering an 'insider' perspective on major brands bring abstract concepts to life. This is a book for design practitioners, marketers and others working with designers and for those teaching and studying at the intersection between design and branding.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 184
• Erscheinungstermin: 15. April 2016
• Englisch
• ISBN-13: 9781317172710
• Artikelnr.: 49353150

Autorenporträt

Dr Monika Hestad is a brand and design strategist, an associate lecturer at Central Saint Martins College of Arts and Design in London and heads the consultancy Brand Valley Design. She has more than a decade's experience as a designer, and has conducted branding and design work in high-tech, FMCG and service sectors, private and public, working with brands including Nokia, Yellow Pages, Thrane & Thrane, Kvaerner, NokiaSiemens Networks, Mars, Stokke, Ringnes (Carlsberg), and Procter & Gamble. In addition to regular teaching in London and at the Oslo School of Architecture and Design, she lectures at other prestigious institutions and teaches entrepreneurs and designers in Beijing and Seoul. Hestad has a Masters in Industrial Design from the Oslo School of Architecture and Design and a PhD in Branding and Design from the same school.

Inhaltsangabe

List of Figures
List of Tables About the Author Acknowledgements
Introduction
Chapter 1 Strategy: The Brand and the Product
Chapter 2 History: Value-centredness in Branding and Design
Chapter 3 Products: Performing Brand Stories
Chapter 4 Context: A Dynamic Learning Process
Chapter 5 Planning: Preparing for the Use of Design Knowledge
Chapter 6 Research: Informing the Design Process
Chapter 7 Innovation: Balancing Coherence and Change
Epilogue
References
Index