Corporate Identity through Product Design Applied with Brand Management System

Kim, Eok*

Lim, Chang-Young**
Department of Industrial Design Digital Media & Contents Lab. *billion@korea.com **cylim@kaist.ac.kr
Abstract: Generally, Corporate Identity has been recognized as the integration of only the name and logo of the corporation. However, identity includes both planned and unplanned visual effects composing the whole image of the corporation. Well-refined and harmonious design corporate image can be created by comprehensive holistic approach spanning all the corporate activities such as planning, design, manufacturing and marketing. Product design for corporate identity aims to share corporate spirit and define identity through coordination of images of product and brand. Design concept and its extensive application could be accomplished through the re-interpretation on the needs of a product fitted in with brand image as well as technological review for shape and developing attractive appeals. Brand image is a synthesis of impression: it gives concrete emotional reaction and mental flash of recognition. It also reflects attitudes toward the brand and its perceived benefits. The image of a successful brand means a promise of good function and design when a consumer buys a product. Although brand image is getting more important, many corporations have various branded products, which weaken the continuity of brand identity and strategy and make customers confused in the end. Consequently, implementation of corporate identity through product design should be considered with brand management simultaneously. Based on these situations, product design representing corporate identity should be progressed by not only finding convergent factors resonated with other branded products but also creating divergent factors differentiated from the past models. This study helps understand how brand management affects on the establishment of corporate identity through product design.
1. Introduction Corporate Identity is one of the greatly overused and misused terms. Some executives talk about getting a corporate identity done when they mean commissioning a graphic design firm to develop a new logo. Others refer to their corporate public relations program as a corporate identity program. Some organizations rely on heavily on their corporate image when competing in the marketplace. Even companies with strong brand names will benefit from a strong corporate image. In this way it provides immediate credibility as well as a framework for the further development or brand images. Afterwards, an organization with a poor corporate image is not likely to survive in the long term, and an organization with a low image profile is unlikely ever to realize its corporate potential. Intangible as it may be, a corporations image has a profound impact on the organizations competitive position, its support base and its corporate future. Accordingly, the work presented in here explores the role of brand management, as one of development method, in constructing Corporate Identity through Product Design
2. Corporate Identity through Product Design Corporate Identity through Product Design (below CIPD) has roles of accumulating reliability for customers and enhancing awareness of products, while it has certain power of retaining aesthetic order and sharing vision in terms of the visual coherence. In another perspective of the activism, CIPD is consolidating the corporate harmony among the members of a certain organization, and this is a philosophy system and a strategic activity for corporate image, and a proof-of-corporate and product in socio-scientific respect. That is a public perception by integrated strategic communication. 2.1. Corporate Identity and Corporate Image Corporate Identity is not an isolated design task to address specific current problems or issues and a major asset which needs to be managed on a continuing long term basis. This is expressed in terms of corporate communication-the way the corporation presents itself through corporate design and its corporate personality. Corporate image is the combined impact made on an observer by all of a corporations planned and unplanned visual and verbal communications as well as by outside influences. Its anything and everything that influences how a corporation is perceived by its variation target and is publics or by even a single customer. Obviously, perception and really-image and identity-may differ. In fact, they are likely to differ.

Corporate vision and business strategies

Corporate image audit

Corporate identity audit
Corporate image objectives and identity strategy

Desired corporate image

Changed corporate identity
Figure 1. Corporate Identity programs objectives The scope and scale of a corporate identity program will depend not only on the size and complexity of the organization, but also on the degree of consistency in the organizations current identity and the gap between the desired and actual image profile the organization has with its key target groups. The diagram highlights how a corporation can design its future based on: - The corporate vision and business strategies for the organization - A sound understanding of how the corporation is perceived by its key audiences today, and - An in-depth analysis identity strategy defines how the corporation needs to change its identity to realize the image it wants to create with its target groups. 2.2. Corporate Identity through Product Design Type 1) Convergence type In Sony, Flat TV designs are convergent to the style that is authorized by executive designer and customers. This style emphasizes the screen with separated different color frame and expresses silver metallic front image. This
shows that if one style is evaluated that represent Sony style, the other models are convergent to the style of the model. In this case, consistency is very important factor for creating Sony Design Identity.
KV-21DA1 KV-21DS1 KV-21MF1 KV-25DR1 KV-25DS1 KV-29DS1 KV-34DR1 KV-21MVF1 KV-21SVF1_2 KV-14MVF2
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XGA Liquid Crystal Panel Color TV
BS Digital Hi-vision Projection TV
Flat Panel Wide TV & Home Theater
Figure 2. Example of convergence type 2) Divergence Type Ironically, Identity of Sony is generally known to make innovative products that the other companies dont have developed. The AIBO is the typical model of Sony Identity Philosophy. Creation of innovative design is divergent in comparison with past product models.

Figure 3. Example of divergence type 3) Hybrid Type B&O is famous for unique identity design philosophy. B&O has made all their own special designs for target customers. But once new innovative design is made, they make every effort to maintain consistency of design for building a corporate identity. B&O harmonizes convergent and divergent factors in design activity.
Figure 4. Example of hybrid type Judging From these cases, many companies strive for their own peculiar design identity and take pain that
consistency and variation are very critical issues in design identity activity although there can be different view points. In this thesis, convergence is interpreted as consistency that is not diversity and process of resonance with other models, but divergence is opposite meaning of convergence.
Variation Variety Not Consistency

Divergence

Hybrid

Convergence

Consistency Not diversity
Figure 5. Classification Guide Line of CIPD 2.3. Corporate Identity Through Product Design Review For the sake of investigation of convergence & divergence factors, LG electronics is selected, which has made many branded products and a global leading company. In case of an air-conditioner, before 1998, when CIPD program isnt implemented, there is no consistency of the position of a control button, an overall shape, rounds of corner, but after 1998, air-conditioner designs are convergent to the style that is expressed as vertical lines, metallic color, and thin and slim image. This is a convergent type.
Figure 6. Review of air-conditioner Design The case of Digital TV Design is similar with that of the air-conditioner. After CIPD program is activated, digital TV designs are convergent to using aluminum material, horizontal line that make wide looking, thin and slim image, which is resonated with the air-conditioner design more or less. But innovative designs are created by different way each other as well as detail designs are little varied. This is a Hybrid Type.

Projection TV

Figure 7. Review of digital TV Design
But every design team doesnt manage the CIPD program actively. In case of phone designs, there are no consistency and no philosophy of corporate identity. Furthermore, the problem is no strategy of design identity although this company makes many kinds of models. The target customers of brands are different, and so brand images are various. Counterproposals should be made to cope with this situation.

900MHz

Digital Mobile Phone
Figure 8. Review of Phone Design
3. Brand Experience A product or service is integral to maintaining the brand value of a company. When a company produces products that are consistent with the brand strategy, then all aspects of the brand work in unison to effectively compare in the marketplace. However, the failure of a product to communicate the brand value of a company to a customer can negatively affect the brand image and no other channel can effectively offset that effect. But many companies neglect brand management, and so strategies of product design identity are different with those of brand identity. Brand identity and product design identity should be considered in company with. 3.1. Brand Image Image represents the picture that people have of something or someone, or in a limited meaning, a stereotypical opinion of general public around something or someone. The visualized picture can be based on concrete characteristics of the object or the person in question but also on all sorts of immaterial or even irrelevant aspects. The important aspect of a brand image is the mental picture that consumers have of a brand or branded article. We define a brand image as follows: A brand image is a subjective mental picture of a brand shared by a group of consumers. The image of a successful brand is a promise of performance in the functions for which it is being bought. The promise need not be in terms of superior performance in the core use function but in terms of enhancing self-identity or other intangible benefit. There are good reasons for ensuring a continuity of identity, not only past investments in promotion and the goodwill that results in the brands high familiarity but the good sense of having one and only one essential person/personality that continues to enter into promotion. 3.2. Brand Experience & Promise/Delivery Equation As we look at the range of experiences that a customer has with a product and brand, an interesting equation emerges. The promise made by the brand identity and the product appearance creates a buzz, compels customers to buy, and brings new market segments to the table. The delivery provided by the overall product design, the products performance, and the sustained communication of the brand creates lasting impressions, develops
loyalty, inspires referrals, and empowers the brand/product to extend itself info new areas with ensuring products and sub-brands. Through good design, the promise creates an expectation and the delivery meets and exceeds that expectation. Together, they become the experience of the product and the brand. Unfortunately, in many companies brand management is so far removed from product development that the promise/delivery equation is complicated by disparate goals, disconnected timeless, and competing voices-and further complicated by wildly different procedures, techniques, and technologies. An integrated design requires a unified product and brand design team. This team, composed of product and brand design specialists, served as a liaison between the corporate functions of brand marketing and product development. The experiential integration of product and brand can be useful to organizations of all types, from retail and commercial product manufacturers to service business, Even the medical products industry complicated by heavy regulations and murky customer targets can use design to create integrated customer experiences.

4. Integration of Brand and Product Identity 4.1. Integration of brand & Product Identity A brand that practices integrated design pulls all its values, functions, promises, and processed into a seamless whole. Every brand task feeds on the idea that the customer is not an abstract concept dreamed up by the marketing department.
Identity and brand management

Design Strategy

Internal

Vision and mission

Objectives, Strategy and organization
Management And Organization

Positioning

Communication Strategy

External

Figure 9. The Logic of coherence and integration Brand integration is a company-wide process, not a department. Integrated design is a cross-functional process for managing profitable brand relationships by bringing people and corporate learning together in order to maintain strategic consistency in brand communications, facilitate purposeful dialogue with customers and other stakeholders, and market a corporate mission that increases brand trust. 4.2. Strategies for Designing the Integrated Product + Brand Experience Business managers can create integrated product and brand experiences for their customers using techniques. Following are a few key strategies.
Start with The Big Picture
Like most good ideas in business, the strategies for designing the customer encounter start with a vision. A new corporate identity, brand identity, or product strategy program often provides the impetus for an updated vision and mission statement, or the creation of vision and mission statement for companies that never had one. 6
Once vision and mission are defined and take shape to support them. The product and brand portions of a corporate design strategy drive the first phase of the integrated design process shown below.

Weave The Design Process

Like a woven cord that is stronger than the sum of its threads, the synergy of an integrated development process creates a much more powerful design solution than its separate parts could ever hope for. In the integrated process, the product and brand activities run in parallel, overlapping at key intervals until they reach a single cohesive solution. The cross-functional team includes both product and brand design specialists.

Research: Use it, Dont Abuse it
Market Research relies on interviews, discussions, and surveys and therefore can capture only what customers actually recognize and can articulate. While important, this type of information is often not adequate for an integrated development program. However, when augmented observational research, which looks at actual behavior within the environment of use, the combined data provides a detailed picture of the customer and the user.
Develop a design partnership
Create a partnership with designer, whether they are consultants or in-house staff. Designers are trained to look at problems from various perspectives and to explore multiple solutions and communicate them through illustrations and models. They are also trained to ingest information about customers and culture and then formulate images and ideas. Ask your designers-both product and brand-to envision the total experience for your customer. Feed the process with research and test the ideas with customers, but dont discount the designers intuition. Also ask your designers to build a design ethos within your organization. A design ethos is a corporate culture that includes a system of shared beliefs about design and a design perspective of everything the company does. Any organization can benefit from the key tenets of product and brand design-innovation, customer appeal, aesthetics, and user-friendliness.
Take advantage of your customers intra-sensory perception
Intra-sensory perception is the composite experience of the environment assembled from the various inputs that enter through all the human senses. This amalgamation of sensations and memories influences how a customer experiences a product and brand. Every way a customer encounters a product and brand becomes a part of the intra-sensory experience.
PRODUCT DEVELOPMENT STRATEGY BRAND DEVELOPMENT CONCEPT IMPLEMENTATION

GOALS ALIGNED

ATTRIBUTE CONNECTED

INTEGRATED SOLUTION

THE PRODUCT AND BRAND DEVELOPMENT PROCESS ARE WOVEN TOGETHER TO CREATE AN INTEGRATED DESIGN
Figure 10. Integrated Development Process Intra-sensory perception goes beyond the store. The annoying squeak of packing material being removed from a new computer creates a negative sensation that is logged in the customers mind. The smell of a new car during
a test drive brings back positive memories that blend with other perceptions to create a story in the mind of the customer that influences the purchase decision. The story is the message the message communicated through the product and brand. Touch the customer at every chance you get. Engage the customer at every opportunity and through all the senses. But engage the customer with clarity. Touch the customer with a clear message-a message that is unified through an integrated product and brand. 4.3. Design and Implementation Guidelines Once the visual identity creation process is complete, a key tool to manage the identity in its use and implementation is to create a set of design standards or guidelines. Depending on the scope of the project and the types of resources your company has, the original external design team may do all of the implementation of your new identity system or hand off the adaptation and mechanical art work for an internal group to complete. This generally depends on resources, budget, and timing. For a smooth internal implementation and for the continuity of ongoing maintenance we recommend the development of design guidelines. These documents can range from simple 10-to 15-page documents, to massive binder based system to online digital database. The guidelines can also combine visual with verbal identity guidelines. The scope will vary with the complexity of the identity program, size of the company, time, and resources. For most companies, there are a set of core guidelines that need to be clearly defined for designers (internal or external) and printers to refer to for consistent application of the new identity system.

5. Application of Integrated Brand Management System for CIPD 5.1. Mission & Key Ideas User First Designleads a design to think user first and satisfy the customers satisfaction, which is enhancing the awareness and positioning of products in the global market. Followings are key ideas of CIPD U.S.E.R U: User Friendly Design which is easy to operate and is pleasing the customer S: Solid Design of immaculate appearance with clean surface or superfluous line E: Experience Design which implies topical shapes with a specific surface finishing, and a smart looking, and superior form R: Reflecting lifestyles Design that provides a fresh functionality reflecting essential needs of customers.

Digital Technology

User Friendl Convergence Solid Divergenc Reflecting Lifestyle

User First Design

Expressiv

Invisible HI/GUI

Mission

Key Ideas

Figure 11. Mission and Key Ideas
5.2. Elements of value chain CIPD is made up of the controllable elements of a value chain that comprise of a visual identity, an interaction identity, culture creation. These are the fundamental elements that are established to stand the course of years, not just the quarterly cycle. A company has greater control over creating and tuning the identity, than over creating or changing an image.

Product Value CIPD

Corporate Identity through Product Design

Value Chain

Visual Identity
Style intended for Visual Identity

Interaction Identity

Culture Creation
Design Concept applied with Strategy
Function considered easy access
Figure 12. Value chain 5.3. Level of evaluation This value chain can be applied to all of product design uniformly. Leading and innovative project model should make new culture creation in comparison with massive producing models to which are adapted general identity rule. This guideline will be used as a CIPD evaluation.
Divergence Innovative Level

Creative

Interaction

General Convergence

Figure 13. Level & value chain 5.4. Harmonization convergence and divergence of product Identity Product design representing corporate identity should be progressed by not only finding convergent factors resonated with other branded products but also creating divergent factors differentiated from the past models.
Figure 14. Convergence & Divergence
5.5. Integrated Brand Management System Integrated Brand Management System for CIPD consists 5 modules that are overview, communication, process, database, image & keywords applied with network technology and HTML language. These modules will be convertible as fitted project situation and will be improved according to developing technology condition.

Main Page

Planning Stage Page
Brand Image & Keywords
Feedback Data of Customer
Figure 15. Integrated Brand Management System
6. Conclusion Products represent the identity of a business. They are the most tangible and enduring presentation of corporate character. Products take on identities that are associated with their brands. Brand recognition and product recognition merge as customers experience the fundamental characteristics of both. A customers total experience with a product creates a mental image, a brand impression as strong as any image. From browsing to purchasing to opening the package, from being delighted (or disappointed) by a products design and performance to being relieved (or peeved) with its maintenance routine, the holistic experience with a product creates an indelible imprint on the users psyche, an imprint that is the brand. Products are, in effect, brands. Major suggestions of the study are as follows: Firstly, it has been identifies the most important factor in CIPD is harmonization of convergence and divergence based on the strategic vision of corporate. It is much different from the conventional metaphor method. Secondly, product design identity implemented in accordance with brand identity strategy, this integrated approach supply consistent and refinement corporate image to the customers. Thirdly, integrated brand management system for CIPD is proposed in order to accomplish effectively unified results of project representing corporate identity.
Reference 1. Alycia Pervy, Before the Brand, McGrow Hill, 5-7, 134-135(2003) 2. Daryl Travis, Emotional Branding, Prima Venture, 189-190(2000) 3. James R. Gregory, Jack G. Wiechmann, Marketing Corporate Image, NTC, 34, 64-65(1999) 4. John OShaughuessy, The Marketing Power of Emotion, Oxford University Press, 179-183(2003) 5. Jonathan Cagan & Craig M. Vogel, Creating Breakthrough Products, Prentice Hall, 86-95(2002) 6. Monty Montague, Integrating the Product + brand Experience. Design Management Journal, 17-23(Spring 1999) 7. Peter Steidl & Garry Emery, Corporate image and identity: strategies for designing the corporate future, Woodslane, 31-33(1997) 8. Thomas Walton, Identity and brand: A broadening spectrum of design challenges and design opportunities. Design Management Journal, 6-8(Winter 2001)

3-867-344-14 (1)

KV-21DS1/KV-25DS1/KV-29DS1

1999 by Sony Corporation

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KV-25DS1 BBE USPBBE BBE BBE Sound, Inc.

2001 4

Printed in Malaysia