The Triangular Designers’ Space:  Methodical Approach to Balance Brand Typicality and Novelty

Maaike Mulder - Nijkamp; Wouter Eggink; Mendel de Kok; Roland ten Klooster

doi:10.1108/978-1-80071-579-020211008

The Triangular Designers’ Space: Methodical Approach to Balance Brand Typicality and Novelty

Maaike Mulder - Nijkamp^*, Wouter Eggink, Mendel de Kok, Roland ten Klooster

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

Abstract

Besides attracting attention, recognisability is one of the most important aspects for brands to distinguish themselves from competitors. However, there are so many competitors around that it might sound impossible to be recognisable as a brand. So the question is, how can brands become visible between other (screaming) initiatives (advertisements, shops, logos, products etc.) that are developed to attract attention to a store environment? In the authors ’ view, the answer lies in value creation, but the definition of this term can be approached from different perspectives. In this chapter, we will focus on gaining insight in value creation especially from a designer perspective.

Original language	English
Title of host publication	The Value of Design in Retail and Branding
Editors	Katelijn Quartier, Ann Petermans, T.C. Melewar, Charles Dennis
Place of Publication	Bingley (UK)
Publisher	Emerald
Chapter	7
Pages	95-108
Number of pages	13
Edition	first
ISBN (Electronic)	978-1-80071-579-0
ISBN (Print)	978-1-80071-580-6
DOIs	https://doi.org/10.1108/978-1-80071-579-020211008
Publication status	Published - 8 Jun 2021

Keywords

Brand design
Brand experience
brand identity
Brand extensions
Typicality
Novelty
Triangular Designers Space

Access to Document

10.1108/978-1-80071-579-020211008

3 Conference contribution
2 Paper
1 Article

Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space
Mulder-Nijkamp, M., de Kok, M., Klassen, V. & Eggink, W., 6 Jul 2022, (E-pub ahead of print/First online) In: Corporate Reputation Review. 20 p.
Research output: Contribution to journal › Article › Academic › peer-review

Open Access
File
116 Downloads (Pure)
The Influence of Packaging Design Features on Consumers' Purchasing & Recycling Behaviour
Borgman, I., Mulder-Nijkamp, M. & de Koeijer, B., Jun 2018, p. 276. 284 p.
Research output: Contribution to conference › Paper

Open Access
File
3551 Downloads (Pure)
Innovating from inside the brand: (Re)searching the optimum design strategy for brands a new product innovations
Mulder-Nijkamp, M. & Eggink, W., 27 Apr 2016.
Research output: Contribution to conference › Paper

File

Cite this

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title = "The Triangular Designers{\textquoteright} Space: Methodical Approach to Balance Brand Typicality and Novelty",

abstract = "Besides attracting attention, recognisability is one of the most important aspects for brands to distinguish themselves from competitors. However, there are so many competitors around that it might sound impossible to be recognisable as a brand. So the question is, how can brands become visible between other (screaming) initiatives (advertisements, shops, logos, products etc.) that are developed to attract attention to a store environment? In the authors {\textquoteright} view, the answer lies in value creation, but the definition of this term can be approached from different perspectives. In this chapter, we will focus on gaining insight in value creation especially from a designer perspective.",

keywords = "Brand design, Brand experience, brand identity, Brand extensions, Typicality, Novelty, Triangular Designers Space",

author = "{Mulder - Nijkamp}, Maaike and Wouter Eggink and {de Kok}, Mendel and {ten Klooster}, Roland",

year = "2021",

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language = "English",

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booktitle = "The Value of Design in Retail and Branding",

publisher = "Emerald",

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edition = "first",

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The Triangular Designers’ Space: Methodical Approach to Balance Brand Typicality and Novelty. / Mulder - Nijkamp, Maaike ; Eggink, Wouter; de Kok, Mendel et al.
The Value of Design in Retail and Branding. ed. / Katelijn Quartier; Ann Petermans; T.C. Melewar; Charles Dennis. first. ed. Bingley (UK): Emerald, 2021. p. 95-108.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic › peer-review

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AU - ten Klooster, Roland

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AB - Besides attracting attention, recognisability is one of the most important aspects for brands to distinguish themselves from competitors. However, there are so many competitors around that it might sound impossible to be recognisable as a brand. So the question is, how can brands become visible between other (screaming) initiatives (advertisements, shops, logos, products etc.) that are developed to attract attention to a store environment? In the authors ’ view, the answer lies in value creation, but the definition of this term can be approached from different perspectives. In this chapter, we will focus on gaining insight in value creation especially from a designer perspective.

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KW - Brand experience

KW - brand identity

KW - Brand extensions

KW - Typicality

KW - Novelty

KW - Triangular Designers Space

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BT - The Value of Design in Retail and Branding

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The Triangular Designers’ Space: Methodical Approach to Balance Brand Typicality and Novelty

Abstract

Keywords

Access to Document

Fingerprint

Research output

Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space

The Influence of Packaging Design Features on Consumers' Purchasing & Recycling Behaviour

Innovating from inside the brand: (Re)searching the optimum design strategy for brands a new product innovations

Cite this