Collective brand imagery weave: Connecting brand values to product characteristics using physical complex installation

Maaike Mulder-Nijkamp, Priscilla Chueng-Nainby

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

1 Citation (Scopus)

Abstract

Branding is almost fully embedded as a strategic asset. Companies must develop products with designs that not only appear attractive but also carry distinctive references, manifest in the values of the brand. However, those values are sometimes intangible and evoke different meaning between consumers. Therefore it is a challenging job to manipulate design features to elicit the 'right' associations, especially for novice designers. This paper discusses a workshop where we implemented a method based on the collective imagery framework to explore seven values (prestige, superior, quality, excitement, audacious, performance, simplicity). The method establishes an embodied common ground for co-designers to envision, enact and connect the complex network, which connects brand values to product characteristics. In the workshop participants were asked to create visions with each other by sharing personal stories. The physical structure built by participants to show their values in spatial structure. We conclude that it is useful to use physical installation to determine meanings of values that inform product characteristic for a brand to be recognisable.

Original languageEnglish
Title of host publicationProceedings of the 20th international conference on engineering design ICED 2015 volume 9: User-Centred Design
EditorsC. Weber, S. Husung, G. Cascini, M. Cantamessa, D. Marjanovic, M. Bordegoni
PublisherThe Design Society
Pages169-178
Number of pages10
Volume9
ISBN (Print)978-1-904670-72-8
Publication statusPublished - 2015
EventInternational conference on engineering design ICED 2015, Milan, Italy - Milan, Italy
Duration: 27 Jul 201530 Jul 2015

Publication series

NameICED
PublisherThe Design Society
NumberDS 80-09
ISSN (Print)2220-4334

Conference

ConferenceInternational conference on engineering design ICED 2015, Milan, Italy
CountryItaly
CityMilan
Period27/07/1530/07/15

Keywords

  • Brand design
  • Co-design
  • Design methods
  • Product architecture
  • Product-service systems (PSS)

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