Branding and Product Design: An Integrated Perspective 1st Edition, Kindle Edition
|Length: 192 pages||Enhanced Typesetting: Enabled||Page Flip: Enabled|
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Dr Monika Hestad is a brand and design strategist, an associate lecturer at Central Saint Martins College of Arts and Design in London and heads the consultancy Brand Valley Design. She has more than a decade's experience as a designer, and has conducted branding and design work in high-tech, FMCG and service sectors, private and public, working with brands including Nokia, Yellow Pages, Thrane & Thrane, Kvaerner, NokiaSiemens Networks, Mars, Stokke, Ringnes (Carlsberg), and Procter & Gamble. In addition to regular teaching in London and at the Oslo School of Architecture and Design, she lectures at other prestigious institutions and teaches entrepreneurs and designers in Beijing and Seoul. Hestad has a Masters in Industrial Design from the Oslo School of Architecture and Design and a PhD in Branding and Design from the same school.
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30 April 2013
As a professor of brand management I am well aware of the value and power of design to grow brand value. As a researcher on design driven value, I'm also well aware of how difficult the relationship can be between designers and marketers. Marketers often find designers wanting to make things in ways that do not reflect the brand's position and heritage. Designers on the other hand wish to push the boundaries, shape markets and take the brand to places new. Ultimately both functions are partially right--but both need one another to ensure new product success. Brand and Product Design: An Integrated Perspective is the first book to speak to both audiences, and critically, provide the base to bring each together. Critically, this book draws together a large amount of literature and debates, particularly in branding and consumption, in a concise manner--cutting through all the academic jargon to bring out the key ways in which consumers connect first with products, and then brands--and why such choices reflect the consumer's ideal self image. Hestad's book thus does not shy away from theory, but neither does it get bogged down in it, providing just enough to inform strategy, and then taking the best from practice to help people plan and act. The book is full of great examples, virtually all of which come from the author's own first-hand research and experience (and ones that often avoid the usual line up of Apple, IDEO etc). This book is perfect for practitioners, students, and educators in both disciplines.
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