Premium
Corporate brand and packaging design
Author(s) -
Nelson Susan,
Vogler Jack
Publication year - 2002
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2002.tb00328.x
Subject(s) - business , brand management , bridging (networking) , marketing , corporate branding , diversity (politics) , brand equity , product (mathematics) , packaging and labeling , advertising , brand names , brand extension , brand strategy , computer science , sociology , mathematics , computer network , geometry , anthropology
Brands exist at many levels and in many combinations. After defining corporate brand, masterbrand, and product brand, Susan Nelson and Jack Vogler explore how companies take advantage of these types of branding and how packaging can be designed to reflect alternative brand priorities. Bridging the gap between theory and reality, they present a rich diversity of options and examples, and propose a rationale for each choice.