Shaping Brands

Offering a research-based framework that goes beyond exclusivity and loyalty to focus on visibility, recognition and accessibility as key drivers of brand success, this book explores the true value of brand design.In his new book, the award-winning author examines the value of brands and the crucial role of brand design. He conveys a scientifically sound understanding of the underlying methods, modes of action, processes and objectives. His approach represents a shift in perspective: it is not about charging a brand with exclusive meanings, but the primary goal should be to reach as many people as possible and increase their willingness to buy a brand's productGood design makes a significant contribution to the success of a brand by making it perceptible, recognizable and memorable, and thereby facilitating the purchasing process. The question of impact is, to a large extent, a question of form – the physical reality of the design and the way it is communicated. Christoph Zielke presents the overall context in a compact way and provides well-founded insights for the development of effective design strategies that sustainably increase brand value.