Vaasan yliopiston opinnäytteet

Kauppatieteellinen tiedekunta, 2006

Saarikko, Jarno

Design in the Context of Branding

Ohjaaja/Valvoja (DI):
Martti Laaksonen
Kauppatieteiden maisteri
Markkinoinnin laitos
Tutkielman kieli:
Designers are working increasingly alongside marketing-related sectors with the growing interest on branding. Thus, they may have a major role for the companies seeking stronger visibility and ways for differentiation. Nowadays, a role of a design is more diverse as the design projects may consist of various strategic matters. As the products purchased can be almost identical to one another, a signature of a product can turn for a strong influence on consumer’s mind.

An objective of a study is to shed light on how a design does contribute on branding. A study consists of multiple viewpoints as the cultural nature between design and branding sectors is being highlighted. Means of branding are being defined on perceived brand associations in a brand equity context, and a basis for perceived brand associations is being determined. Relations between branding and design management concept are being assessed. An empirical research was being executed in four design consultancies among design professionals for interpreting their roles in a field of design as a whole.

A designer with a high profile may create a value added and, thus, brand equity for a consumer and a company. Certain designers can be considered themselves as brands. They may use a distinct style in different projects being clearly identifiable. As a result, a brand identity of a company may turn less identifiable for a style of a designer becoming strongly on surface. For a design management concept being consistent, and a company having a strong brand identity, a duplication of knowledge may turn more successful, and thus brand equity will increase. Hence, it is of significance for emphasizing certain associations which are valued among target groups, and turn for greater brand equity in a long prospect. Different skills and competencies realized in a concept and duplicated effectively may build a rich set of associations and a value added for a consumer which can turn various elements more difficult for competitors to reproduce. A question, then, is of a right company meeting a right designer as a result of an appropriate managerial decision.
Design, Designer, Branding, Brand Associations, Brand Equity
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