Brand Design (1st edition)

Brand Design – construire la personnalité d’une marque gagnante (1ère édition)

Marco Bassani, Saverio Sbalchiero, Kamel Benyoussef and Stephane Magne ()
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Marco Bassani: Polito - Politecnico di Torino = Polytechnic of Turin
Saverio Sbalchiero: Sbalchiero & Partners Srl
Kamel Benyoussef: UPN - Université Paris Nanterre
Stephane Magne: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne, LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

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Abstract: Brand design advocates conceiving the brand on the basis of strong and coherent marketing positioning axes, while also expressing it physically, symbolically, and experientially. Its specific contribution lies in restoring the brand's multisensory dimension and repositioning it at the heart of consumption experiences. All facets of brand design are explored in depth: functional product characteristics, product design, brand identity, as well as the communication tools that enhance the brand's perceptual strength. The innovative dimension lies in selecting and developing the most relevant brand personality traits according to the targeted markets. The foundations of brand language are unveiled, including physical elements such as colors, shapes, materials, and the sensory, synesthetic, and experiential aspects of the brand. The book explains how to ensure coherence among the various signals emitted by the brand in order to communicate a consistent positioning. Finally, the brand is understood as a driver of organizational development, as it helps disseminate a shared vision within the company, align individual energies, and embody corporate cultural values. In this sense, the brand ultimately functions as a tool of internal marketing.

Date: 2008
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Published in DE BOECK, 2008

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05522382

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