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Inventing Brands: Opportunities at the Nexus of Semiotics and Intellectual Property
- Article from:
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Design Management Review
- Article date:
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April 1, 2008
- Author:
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Copyright informationCopyright Design Management Institute Spring 2008. Provided by ProQuest LLC. (Hide copyright information)
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Organizations seek brands that yield sustainable differentiation as they resonate with consumers and stakeholders. The team of James Conley, Duncan Berry, Laura DeWitt, and Mark Dziersk examine how a clear understanding of the messages and power inherent in the visual dimension of a brand can be linked with patents, copyrights, and other unique content to extend the range and competitiveness of offerings in the marketplace.
A central challenge of modern design management is to create a product or service that stands out in the marketplace. This strategic view flows from the logic of a business that seeks competitive advantage through branded differentiation.
In this article, we explore how ...