Branding & Design

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 7 in Brand Management, 2026, pp 127-149 from Springer

Abstract: Abstract BrandingBranding encompasses all activities aimed at designing, communicating, and maintaining a brand. Its role is to differentiate a brand from competitors, convey its positioning, and create a lasting emotional and visual connection. Design is an integral part of this process, as visual elements, such as logos, colors, typography, and packaging, are often the most immediate and recognizable means of brand communication.

Date: 2026
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DOI: 10.1007/978-3-658-50245-4_7

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