Business Brand Design Management

by Pfoertsch, Waldemar; Alexis, Jeremy; Schad, Frank; Sylver, Brianna

• ISBN13: 9783540714958
• ISBN10: 3540714952
• Format: Hardcover
• Copyright: 2014-12-30
• Publisher: Springer Verlag

Summary

As products become more similar, and competitive advantages dissipate, the one true differentiating factor remaining is the brand. Waldemar Pfoertsch and his colleague Phil Kotler set the stage for discussing the role of brand management in the business to business sector. He now partners with Jeremy Alexis and Brianna Sylver to show readers how design techniques, integrated with traditional brand management factors, can strengthen a brand. As the first book of its kind Business Brand Design Management illustrates the importance of branding and presents the concepts and theory of how to let design build brand coherence and value. Business Brand Design Management goes far beyond focusing on how to design a logo. The writers take a holistic approach, advocating that design language radiates from the CEO through the product, all the way to the customer, in order to build a lasting competitive advantage. The readers are taken on a journey through the three layers of brand design management: brand enablers, brand delivery, and brand experience. Within each of these layers they will learn where to integrate design techniques with brand management methods in order to build and communicate a strong brand. With cases from the industry, from such leading companies as Steelcase, Deutsche Bank, SAP, and others, to frame the theory, Business Brand Design Management is one of a handful of books that allows readers to jump straight into real life examples, or pick up the book to freshen up on the basics of how to implement brand design management in the key areas of their corporation. As such, Business Brand Design Management is an invaluable reference tool for managers, brand specialists, marketers, and designers.

Author Biography

Waldemar Pfoertsch currently holds the position of Professor for International Business at the University of Pforzheim, and he is a visiting lecturer at the Executive MBA Program of the Liautaud Graduate School of Business-University of Illinois at Chicago, where he has taught International Business and Marketing to Chinese executives. He received two Master Degrees (Economics & Business Administration) and his Doctorial Degree in social science at the Free University Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin analyzing global technology transfer. His latest publication in cover the areas of Business-to-Business Marketing, Brand Management and Ingredient Branding, He also published best selling books on Internet strategy, and several articles in German, Chinese and English language on international management issues.Professor Pfoertsch has consulted for such companies as DaimlerChrysler, HP, IBM, and many medium size corporations in Europe, China and North America in the areas of international marketing and brand management. He is on the advisory board of various companies and non profi t organizations. His other teaching positions had been at the University of Cooperative Education Villingen-Schwenningen, Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University and Lecturer for Strategic Management at Lake Forest Graduate School of Management. Prior to his teaching appointments, he was a Management Consultant for international consulting companies. In this position, he has traveled extensively throughout Europe, China, Japan, and North America working with companies in developing international strategies. His earlier positions include being an Economic Advisor to the United Nations Industrial Development Organization where he worked as an advisor to the local governments on how to develop internationally competitive industries. He also worked for many years in the automation industry, serving automotive companies. Jeremy Alexis is an Assistant Professor at the Institute of Design. He holds both a Bachelor of Architecture and Master of Design degree from the Illinois Institute of Technology. Jeremy has spent the majority of his professional career leading interdisciplinary teams tasked with defi ning next generation products, services, and business models. He has worked with clients such as Unilever, Motorola, Citibank, Pfi zer, American Express, Target Corporation, and Zebra Technologies. Before joining ID full time this year, Jeremy was a member of the adjunct faculty beginning in the spring of 2000.

Table of Contents

Brand design in the future marketplace: Brand defined

Design defined

Combining design and brand

Brand design enablers

Brand design delivery

Brand design experience

Brand design enablers: How corporate strategies influence brand design

Transferring B2C knowledge to B2B

Finding the right talent for brand design

Managing transitions to a brand design organization

Brand design delivery: Brand communication and channel management

Leveraging the web as a brand representative

Creating product design to align with brand design

Managing multiple layers of brand communication

Brand design experience: Connecting customer experience to engineering excellence

Design for global markets versus local markets

CRM brand interaction through good design

Adapting brand design to new markets

Massive change and design

About the authors

Company profiles

Table of Contents provided by Publisher. All Rights Reserved.