Design Management and New Product
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Design Management and New Product


  • Ph.D.
  • 2184

Short excerpt:

In thinking about the needs of consumers through brand identity the relational and collective needs should be addressed with the individual needs in order to more fully find solutions. Creating a diversity of products that address each part of the consumer journey will allow a company to better serve the consumer while competing in the market. Rather than understanding only the individual in the consumer decision process, a company should examine the needs of the collective, finding integrated solutions that fulfill needs across relational goals. A brand community will include consciousness of kind in which connections within the community define them in contrast to those outside of the community, rituals and traditions which will support the history, culture, and consciousness of the

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