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Brand Management

Design Management

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Brand Don E. Schultz, Beth E. Barnes

American Marketing Association

AMANameTerm
SignSymbolDesign

Philip Kotler

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Mullen

FarquharNameSymbolMark
Value
Richard Koch

Booz AllenHamilton

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PersonalityCultureRelationshipReflection
Self-image

B r a n d M a n a g e ment
Koontz
Peter Drucker

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Chapter 1 

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70%

IBM
Thomas J. Watson
Good
design is good business.

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Chapter 1 

Misha Black Misha Black

International Council of Societies of

Industrial Design, ICSID

Neil McilvaineIndustrial Designers Society of America, IDSA

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2
3
4

Design Management

Original Equipment Manufacturer, OEM

Original Design Manufacturer, ODM
Original Brand Manufacturer, OBM

20

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Chapter 1 

F
130 Design for Function250
Design for Friendly

370 Design
for Fun490 Design for Fancy521
Design for Feeling

1965 The
Royal Society of Arts, RSA

Earl PowellThe Design Management Institute

M. Farr

2002

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B2B

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Chapter 1 11

Internal Branding
External Branding

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Philanthropy & CharitySport Events

Green Marketing

Kleenex

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Functional-Oriented

Symbolic-Oriented

Experiential-Oriented

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14

P&G

Marc Gob

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Chapter 1 15

= + +
,
CEO

600

1
2
34
56
78

Brand
Equity

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72
Didier Grumbach
20

101

ESPACE
LED

BenQ 300

Brown1985

ROSDENTON
8 2013
htc one 100
3.6

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Chapter 1 17

K. L. Keller, 2003
12
3
456
7
89
10

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Proliferation

20
80

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acerGatewayPackard
Bell eMachines

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20

Sony Rosenthal

9
7,000 237

Share of

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Chapter 1 21

MarketShare of Mind

Sony LV
Eee PCMotorola

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. .
, 2013.10

ISBN 978-957-11-7336-8 ()
1.2.
496

102018697

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