Brand portfolio and architecture on the case of football
Blogroll / Design strategy

Brand portfolio and architecture on the case of football

In the process of designing the brand architecture sometimes only indentifying the brands and subbrands could be nontrivial task (Aaker and Joachimsthaler, 2000, p. 134). There is a famous picture that presents the brand architecture as a football team, presented in the Figure 1 and 2. The football pitch is supposed to be the market … Continue reading

What is brand architecture?
Blogroll / Design strategy

What is brand architecture?

Brand architecture should have five dimensions: brand portfolio, portfolio roles product-market context roles, the portfolio strukcture, and portfolio graphics. While we know five dimensions there are six objectives to be followed if the designing the brand architecture is to achieve a an effective and powerful brand impact (Aaker and Joachimsthaler, 2000, p. 134-135). And the … Continue reading

The structure of the thesis
Blogroll / Cross-media publishing

The structure of the thesis

the Title: Design and Branding in the Corporations: the role of Design Management the Key Words: Design    Branding    Design Management    Brand Architecture Corporate Identity the Structure: I. Introduction II. Corporate Identity III. Brand Architecture IV. Design and Branding V. Design Management VI. Conclusions Marko Savić I’m exploring & researching the inter-dependence of the business model … Continue reading