Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing.
Published byModified over 3 years ago
Presentation on theme: "Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing."— Presentation transcript:
Design & Corporate Identity Melike Demirbag Kaplan, PhD Associate Professor of Marketing
Differentiation DIFFERENTIATION is the act of designing a set of meaningful differences to distinguish the company’s offering from competitors’ offerings. - Kotler (1997)
How to differentiate? The product represents a functional improvement on competing or substitute products The retail-selling price is considered to be advantageous The product and/or its labeling has an attractive design The new product is properly branded, promoted and advertised The new product is readily available to customers in the main retail shops A number of after-sales services are provided that make the product appealing to consumers
Innovation, design & brand Innovation - improvement of a product / process Design - development of the ornamental features of a product Brand - for marketing the product Patents or Utility Models Industrial Designs Trademarks
Patent for the fountain pen that could store ink Utility Model for the grip and pippette for injection of ink Industrial Design: smart design with the grip in the shape of an arrow Trademark: provided on the product and the packaging to distinguish it from other pens Source: Japanese Patent Office
Design? Consider the aesthetic, functional, ergonomic, economic and sociopolitical dimensions of both the design object and design process.
Purpose of design Make your product appealing to consumers Create a “niche” market Customize products in order to target different customers (e.g. Swatch) Develop the brand (e.g. Apple ’s « Think Different » strategy)
Design and senses Appeal to five senses Visual (see) Auditory (hear) Olfactory (smell) Gustatory (taste) Tactile (touch)
Sensual Appeals All sensory appeals are important But vision comes first: 70% of our knowledge comes through seeing The eyes are our windows to understand the world So visual design is very critical
Corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. is usually visibly manifested by way of branding
How should it be? A corporate identity manual is needed to specify how the identity elements are used. Standardization! Examples… http://www.djavupixel.com/design/log o/corporate-identity-design-great- examples/ http://www.djavupixel.com/design/log o/corporate-identity-design-great- examples/