Branding aspects in the design process

Branding is the process carried out by companies to differentiate their offer from similar ones, using distinctive names or symbols. Branding, is according to Brassington and Pettitt (2000) “the creation of a three-dimensional character for a product, defined in terms of name, packaging, colours, symbols etc., that helps to differentiate it from its competitors, and helps the customer to develop a relationship with the product” Its main purpose is to promote the brand image and to encourage customer brand loyalty.

Branding is crucial for products and services sold in huge consumer markets. It’s also important in B2B because it helps you stand out from your competitors. The way a brand is perceived by the public is called brand image. The way strategists want the brand to be perceived is called brand identity, and this is a central concept to a brand’s strategic vision (Aaker, 1996).

Keywords: Brand; corporate reputation; brand identity; brand extension; sub-brands; licensing; brand equity; consumer’ loyalty; brand value; market share; revenue


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DESTEX project (INDUSTRIAL AND CREATIVE DESIGN IN ADVANCED TEXTILE MANUFACTURING; project reference number 2019-1-SE01-KA203-060379) is co-funded by the Erasmus+ programme of the European Union.