Using feature design to showcase the corporate brand
Loading...
Date published
Free to read from
Authors
Supervisor/s
Industry supervisor/s
Journal Title
Journal ISSN
Volume Title
Publisher
Department
Course name
Type
ISSN
1045-7194
Format
Citation
Sackett PJ, Kefallonitis EG. (2003) Using feature design to showcase the corporate brand. Design Management Journal, Special Edition on Brand Frontiers - Designing More than Experiences, Volume 14, Issue 1, Winter 2003, pp. 62-67
Abstract
In evaluating brands, consumer perceptions are the bottom line. Peter Sackett and Efstathios Kefallonitis note that problems arise from lack of differentiation, too much or confusing information, dysfunctional products and services, uncoordinated brand media, and the failure to temper global approaches with an understanding of local or regional culture. Distinctive, coherent brands depend on attention to detail and a vigilant consumer focus.