DS 80-5 Proceedings of the 20th International Conference on Engineering Design (ICED 15) Vol 5: Design Methods and Tools - Part 1, Milan, Italy, 27-30.07.15

Year: 2015
Editor: Christian Weber, Stephan Husung, Gaetano Cascini, Marco Cantamessa, Dorian Marjanovic, Frederico Rotini
Author: Michelini, Gustavo; Amaral, Daniel Capaldo
Series: ICED
Institution: University of Sao Paulo, Brazil
Section: Design Methods and Tools - part 1
Page(s): 197-204
ISBN: 978-1-904670-68-1
ISSN: 2220-4334


There is a set of significant researches about branding and a consensus that design product is an important tool to create and maintain it. A set of authors demonstrated that functions and characteristics of products can influence during the branding process, but these practices were not collected or systematized. How does brands could be created through design? What are the most important decisions? Who are the actors on this process? The objective of this paper was to collect all practices cited on journals and summarized them inside a conceptual model to support designers into the comprehension of this topic and act during the design management. The paper concludes with a framework about  how designers can contribute to the brand creation and offers some implications for design theory and directions for future research.

Keywords: Industrial Design, Design Management, Design Process, Branding


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