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 proceedingChapterAcademicpeer-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 languageEnglish
Title of host publicationThe Value of Design in Retail and Branding
EditorsKatelijn Quartier, Ann Petermans, T.C. Melewar, Charles Dennis
Place of PublicationBingley (UK)
PublisherEmerald Group Publishing Ltd.
Chapter7
Pages95-108
Number of pages13
Editionfirst
ISBN (Electronic)978-1-80071-579-0
ISBN (Print) 978-1-80071-580-6
DOIs
Publication statusPublished - 8 Jun 2021

Keywords

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

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