TY - GEN
T1 - Collective brand imagery weave
T2 - International conference on engineering design ICED 2015, Milan, Italy
AU - Mulder-Nijkamp, Maaike
AU - Chueng-Nainby, Priscilla
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
KW - Brand design
KW - Co-design
KW - Design methods
KW - Product architecture
KW - Product-service systems (PSS)
UR - http://www.scopus.com/inward/record.url?scp=84979665363&partnerID=8YFLogxK
UR - https://www.designsociety.org/publication/38102/COLLECTIVE+BRAND+IMAGERY+WEAVE%3A+CONNECTING+BRAND+VALUES+TO+PRODUCT+CHARACTERISTICS+USING+PHYSICAL+COMPLEX+INSTALLATION
M3 - Conference contribution
AN - SCOPUS:84979665363
SN - 978-1-904670-72-8
VL - 9
T3 - ICED
SP - 169
EP - 178
BT - Proceedings of the 20th international conference on engineering design ICED 2015 volume 9: User-Centred Design
A2 - Weber, C.
A2 - Husung, S.
A2 - Cascini, G.
A2 - Cantamessa, M.
A2 - Marjanovic, D.
A2 - Bordegoni, M.
PB - The Design Society
Y2 - 27 July 2015 through 30 July 2015
ER -