Design in Function of Brand Creation
Design in Function of Brand Creation

Author(s): Aleksandar Brzaković, Stefan Brzaković
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Summary/Abstract: A brand is a collection of all tangible and intangible elements of a product or service which make it unique. Design is one of the most important components of a brand. Design consists of all those characteristics that influence the way how a product appeals to a consumer, what impression a product leaves on a consumer and how a consumer benefts from a product. It comprises all the characteristics of a product or service that influence the appearance of a product or service and the way how it works. When speaking about brand design, it is usually the key brand elements which are thought of, such as a logo, a color scheme, typography and other design components that make a brand differentiate from competitors’ ones and recognizable to consumers. According to the extant literature, insufcient attention seems to be paid to studying the contribution made by design in creating relevant brands. This paper is aimed at indicating the significance design has in the brand creation process, the signifcance of certain individual elements, such as the packaging design and colors. In the paper, a special reference is made to design and drivers of the values of luxury products.

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