Brand Mapping, A Tool for Design Management

ICORD 11: Proceedings of the 3rd International Conference on Research into Design Engineering, Bangalore, India, 10.-12.01.2011

Year: 2011
Editor: Chakrabarti, A.
Author: Natuu, Shetall; Natuu,Anirudh
Section: Design, Knowledge, and Product Life Cycle Management
Page(s): 347-351


With saturation of market situation, design will be the key differentiating factor in the new era. Design can help businesses scale new horizons and address to their specific audiences. Through Brand Mapping specific design insights will help design accurately and help launch more close to market requirements, products and services.The paper proposes how brand mapping which is a conventional management tool can be applicable to new developments in design. Combination of management tools can achieve the required insights for design directions. Brand mapping tries to clarify the goals that a Brand has. It also tries help differentiate what can’t be defined otherwise. Thus brand mapping in a way helps further achieve a proper management of design. For the management of design various tools such as Asnoff matrix and Grid analysis also come handy.In the changing market and cultural environment, design can contribute to define & broaden business objectives. Advantage goes to those who can out imagine and outsmart their competitors. Design influenced companies should understand their customers profoundly and mobile around those insights.

Keywords: Brand mapping, Design management, Strategic design insights.


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