Design Management: Using Design to Build Brand Value and Corporate Innovation (Paperback)

by Brigitte Borja de Mozota (Author) "THERE ARE MANY DEFINITIONS OF DESIGN..." (more)
Key Phrases: strategic design management, successful design firms, aesthetic positioning, Great Britain, Borja de Mozota, Herman Miller (more...)

Editorial Reviews

Product Description
As recent research has shown, design not only affects the exterior of an organization—its products, packaging, or identity—it can also be a powerful catalyst for interior change. The economic and financial benefits of strategic design management range from fueling a company’s innovation process and boosting supplier relationships to creating completely new markets. In a sweeping effort to make this potential accessible, French researcher Brigitte Borja de Mozota conducted case studies with thirty-seven top international companies, design firms, and designers about their expectations toward and success with strategic design management. DESIGN MANAGEMENT presents the results of this research along with practical examples from the author's twenty years of experience as an international design manager, and within a comprehensive theoretical framework. Written for marketers, business managers, and design managers, DESIGN MANAGEMENT also features the practical tools to implement and manage design, including how to

• Define the role of the design manager in the company’s business process
• Choose a design agency that fits into your company
• Create design strategies that boost product value and service performance
• Use design to manage change and foster the innovation process
• Understand how design impacts perceived brand value, customer experience, and return on investment

Companies and leadership profiles presented in this book include campanies Alessi, BMW, Braun, Philips, IBM, Renault, Motorola, Nike, Nissan, Novo, OXO, PRADA, Ralph Lauren, RCA Thomson, Shell, and SONY; designers Philippe Starck, Sadler, Terence Conran, James Dyson, and Mark Sadler; and design consultancies Desgrippes Gobé, Siegel & Gale, FITCH, IDEO, Landor, and Lippincott & Mercer.

From the Publisher
Design Unlimited

A New Book by Brigitte Borja de Mozota Reveals the Hidden Powers of Successful Design Management

Businesses are discovering the power of design. From creating fresh products and packaging to designing letter heads, logos, or annual reports, designers have always contributed to a company’s value in innumerable ways. Yet few companies so far have strategically managed the business potential that can be the direct or indirect product of design projects and programs. DESIGN MANAGEMENT by the international researcher Brigitte Borja de Mozota now reveals how design can serve as a core driver of a company’s efficiency, economic success, and brand value. The first manual to cover the process of managing design comprehensively and in an international context and both from the designer’s and client’s perspective, Design Management is co-published by the Design Management Institute and Allworth Press.

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Product Details

• Paperback: 256 pages
• Publisher: Allworth Press (August 1, 2003)
• Language: English
• ISBN-10: 1581152833
• ISBN-13: 978-1581152838
• Product Dimensions: 8.7 x 6.2 x 0.3 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars See all reviews (6 customer reviews)
• Amazon.com Sales Rank: #242,678 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Exceptional Review of Design Management , March 23, 2006

By	Jeffrey F. Durgee Ph.D. - See all my reviews

This is a very thorough treatment of a new and growing topic, design management. Brigitte has effectively jumped the gun here, coming up with one of the first significant books in this area. There are often splits between the design and marketing functions in a company, yet she shows, in careful, methodical detail, how they best work together to come up with successful new designs.

1 of 1 people found the following review helpful:

3.0 out of 5 stars A good start, January 18, 2007

By	F.H.S. - See all my reviews

While the title is promising the book turns out to be more of a collection of literature on the subject. Great quotes about the importance of design can be found throughout the text. Unfortunately, the book never goes into how to use design to build brand value or corporate innovation, although it proves that it should be done. Anyone looking to strengthen their case through quotes, or anyone who is just interested in what people throughout history have done should get this book.
Overall, it is a great effort that doesn't quite fullfill the promise. Worthy nonetheless.

4.0 out of 5 stars Design Management: Using Design to BuildI am using this book with students upgrading to Brand Value and Corporate Innovation , October 12, 2008

By	J. Barnes - See all my reviews (REAL NAME)

Although this book is not written in textbook format I am using this book for class room instruction of design students who are up-grading to a bachelors degree. I feel that this title is also appropriate for those students already at Bachelors level of Studies in Design Management and New Product Management.

The book is written in scholarly style and features many short comments by established designers and fashion experts which are included to illustrate and accentuate topics of interest in the Design and fashion area.

The book comes complete with an extensive and up to date reference list.

I trust that this title will stimulate others in the design and fashion arena to publish their works.