Brand aesthetics model

1. DESIGNENCE PARIS 2018 Brand aesthetics model Brigitte Borja de Mozota bbm@designence.com 42018

2. What is a brand? • Defining a brand • The phases of branding • Brand identity • The brand aesthetics model Brigitte Borja de Mozota

3. Four defintions of brand by marketing gurus « The brand is a mental marker that relies on tangible and intangible values »  Lewi 2005 P.KOTLER Brand as sign D.AAKER Brand as memory SEMPRINI Brand as discourse J.N KAPFERER Brand as capital Problem :Marketing tends to limit design input to creating a visual sign Brigitte Borja de Mozota

4. Defining brand in marketing and in design

5. Brand Design creative process

6. 2. From product & service to Emotional experience • Design gives a holistic view • Aesthetic sensorial layer : how it looks • Behavioral layer how the product feels • Functional layer: what the product does • Physical layer : how the product is made • Mental layer : what the product means Brigitte Borja de Mozota

7. 3. Brand Identity Brigitte Borja de Mozota

8. The Brand Aesthetics model • Defining brand • The phases of brand design • Brand identity • The brand aesthetics model Brigitte Borja de Mozota

9. 4. The «  Brand Aesthetics » model Brigitte Borja de Mozota

10. 4 Brand aesthetics model in practice … Strategic Brand design in automobile industry :”Every part of the vehicle reflects the design philosophy as “visual brand strategy “ The automotive industry is an example of excellence in brand management through long term “Brand character center” Building brand equity on tactical level consists of managing consistency Brigitte Borja de Mozota

11. Conclusion : Designence model and Branding Graphic design Vuitton Yan Pennors Brigitte Borja de Mozota