000			02364nam a22002177a 4500
008			240712b |||||||| |||| 00| 0 eng d
020			_a9781032837215
040			_cTBS
041			_aeng
050			_aHF5415.1255 _b.H47 2024
245			_aBranding and product design _b: an integrated perspective _c/ Monika Hestad.
260			_aAbingdon, England ; _aNew York, NY : _bRoutledge, _c2024
300			_a xv, 166 pages : illustrations (black and white) ; 25 cm.
504			_aIncludes bibliographical references and index.
505			_aStrategy : the brand and the product — History : value-centeredness in branding and design — Products : performing brand stories — Context : a dynamic learning process — Planning : preparing for the use of design knowledge — Research : informing the design process ¬— Innovation : balancing coherence and change.
520			_aWhy do winning brands appear to be more creative and authentic than less successful ones? 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 discusses key questions about the link between product and brand and about design processes and innovation. It examines these questions on both macro and micro levels and provides the reader with tools to help understand the role of products in building a brand, and how to bring the brand and the product design process together. These are based on the author's research into branding and product design, her years of teaching these topics, and her own industrial practice. Qualitative interviews delivering an 'insider' perspective on major brands bring abstract concepts to life. The book includes case studies from well-known and up-and-coming brands and will prove invaluable to design practitioners, marketers, managers and other professionals working close to designers. It will also benefit those teaching and studying, particularly if they are involved in the new higher education programmes where business schools and design schools are co-operating to reflect the intersection between design and branding.
650		0	_aBrand name products _92371
650		0	_aProduct design _96163
650		0	_aBranding (Marketing) _96284
942			_2lcc
999			_c4273 _d4273