Attending the 6th International Product Development Management Conference

Abstract

This paper discusses the role and use of product design elements as brand manifestations by suggesting a conceptual standpoint (semantic profile of products) by which semantic references in product design may be analysed and competitive brand associations managed. The paper is based on my doctoral research that has approached the issue by combining perspectives of brand-related research and design/product semantics. The empirical data is gathered through qualitative case studies on Volvo automobiles and Nokia mobile phones. From the management perspective, the paper illustrates the importance of consistent view on strategic brand identity and the role of explicit and implicit product knowledge in managing strategic design language.