DESIGNENCE PARIS 2018 Brand aesthetics model Brigitte Borja

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

What is a brand? 1. Defining a brand 2. The phases of branding 3. Brand identity 4. The brand aesthetics model Brigitte Borja de Mozota

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

1. Defining brand in marketing and in design Marketing Definition Design Function Brand identifies make visible Consumer behavior simplifies buying process simplify . differentiate Communication Brand as discourse story telling Values Brand as imprint meaning New product Brand as innovation by design Brand as sign form or shape Unique Aesthetic language Finances Future sales potential IP

2. Brand Design creative process

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

3. Brand Identity BRAND DESIGN VALUES PROBLEM NARRATIVE CONCEPT SIGNS FORM Brigitte Borja de Mozota

The Brand Aesthetics model 1. Defining brand 2. The phases of brand design 3. Brand identity 4. The brand aesthetics model Brigitte Borja de Mozota

4. The « Brand Aesthetics » model Brand magt Decision level Brand decision Design process Brand creation Strategic Pbs to solve Intention Narration Brand values Concept Brand identity Tactical Brand architecture Brand image Operational Formalization Creation Brand equity Strategic Brand repositioning Audit Intention Brigitte Borja de Mozota

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

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