Reforming Brands - A Design-based strategy

• Main Authors: Wen-Yu Hsu, 許文瑜
• Other Authors: Shuo-Fang Liu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/05548545199459931300

碩士 === 國立成功大學 === 工業設計學系碩博士班 === 94 === Epoch-making “design” seeks the uniqueness of the product and the sustainable competitiveness. A brand combines the core values of corporate development and product service. Innovative products with good design models can convey unique brand identification to customers, enhance their purchase willingness, improve the added values of products and services, and be distinguished in business competition with high brand identification. What role does design and innovation play in the brand development? How could a brand become familiar to customers through brand strategy, and how could the products and service be improved through brand development? How do companies use design strategy to establish new directions for the brand? This paper discusses the brand innovation model based on design strategy, and adopts methods of literature review and case study to find the design strategies adopted by companies for different brand orientations, as well as the influence of the existence of brand innovation. It also discusses the involvement of design in modes of Brand development during the brand innovation process, and the strategies during the execution process. The results are as follows: 1) through literature review, generalize the influences of design on brand innovation in the company, and establish 6 management models the affect the brand innovation; 2) discuss the strategic applications of different goal-oriented successful brands; 3) compare difference of strategies of goal-oriented brands in management models; 4) the influence of the execution of design on brand innovation. This study analyzes the design execution of different brand innovations, in order to discuss the influences of design on brand innovation. The results are hoped to provide revolutionary models with design strategies in the brand innovation projects. Innovation design is an emerging force, which is strong enough to overturn market rules. Many discussions have shown the importance of industrial design to brands, and confirmed the significant effects of design on brand values. Design should become a core force, and combines with identified targets and strategies management in the brand innovation process to create the maximum competitiveness. Therefore, this study probes into successful brands to find out about the management models for executing brand innovation and answers to creating successful brands. It hopes to provide confidence to companies in establishing brands, and more opportunities to competitive advantages.