Managing product identity through style recurrence

Kuohsiang Chen and Cheng-Chen Shao

International Journal of Product Development, 2005, vol. 2, issue 4, 371-385

Abstract: The development of new products has a crucial part to play in a corporation, and consistent formal style can add value to new products. In other words, it is the uniqueness and consistent style of a corporation that creates its distinct identity. Most of the previous research on corporate identity focused on the issues of the conceptual planning of a design strategy and a logo design. Research of practical norms for product design, however, are largely ignored. This research aims to construct a framework for managing corporate product identity through style recurrence. First, the strategy of a corporate identity and its product identity was recognised. Then, the generation rules for its product style were established to be used as a practical norm for product design. Finally, the practical norm of design was examined against the strategy of corporate identity and product identity to test its usefulness. A programme was written to demonstrate such an idea, and it proved to be comprehensive and effective.

Keywords: corporate image; corporate identity; product identity; product style; form generation; new product development; style recurrence; product design. (search for similar items in EconPapers)
Date: 2005
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