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Cultivating Creative Equity in Scandinavian Design Brands
Author(s) -
Person Oscar,
Schoormans Jan
Publication year - 2010
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/j.1948-7169.2010.00079.x
Subject(s) - commoditization , equity (law) , marketing , brand equity , business , advertising , economics , political science , market economy , law
Scandinavia is famous throughout the world for its design savvy. But the flip side of this enviable situation is the inevitable commoditization of design. How do companies like Marimekko and Kosta Boda manage to hang on to their premium brands? The answer: creative equity.