Shaping Brands (The New Basics)

New approaches to the function design's role to brand success

In his new book, the award-winning author examines the value of brands and the essential role of brand design. He provides a scientifically sound understanding of the underlying methods, modes of action, processes and objectives. His approach represents a shift in perspective: rather thancharging a brand with exclusive meanings, but the primary goal should be to reach as many people as possible and increase their willingness to purchase the brand's product.

Good design significantly contributes to the success of a brand by making it perceptible, recognizable and memorable, and thereby facilitating the purchasing process. The question of impact is, to a large extent, a question of form – the physical reality of the design and how it is communicated. Christoph Zielke presents the overall context in a compact way and provides well-founded insights for developing effective design strategies that sustainably increase brand value.