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Reprinted from:
Honar Nameh
University of Art, Tehran
No. 18, Spring 2004
(A
brief of the article) |
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Research
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The Role
of Design in Brand Identification
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Economy:
Applied Arts
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By: Mehdi Asl Fallah,
Iran
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In today's technological
world that is evolving at a dizzying pace, products
and services have become so identical that they are no
longer distinguishable on the basis of quality,
efficiency, reliability and safety. Brands make all
the differences in today's competition, by adding
trust and consumer confidence.
They make it possible for customers to choose more
easily. For example, when we think of drinks, we think
of "Coca Cola" right away; or when we think
of a car, we picture a "Mercedes".
The era of good pure production or good pure design
has faded. Firms that are successful in the
competitive markets use brand identification to create
an emotional appeal for their customers and gain their
confidence.
Design has an important role in the process.
Designers, more than anyone else, can aid company
executives in creating brand identification and
creating psychological appeal. Graphic, industrial and
architectural design are the main specializations that
can create brand identification.
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Research:
Economy |
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