| Abstract: | As brands have become one of firms' most valuable assets, the search for new ways to build brands that achieve a differentiated status in the minds of customers has become of central importance for companies. If design is guided by the brand, it can serve as the cohesive factor for all elements that configure a brand experience and represent an unequivocal source of differentiation. 37 owners and/or top managers of 28 Spanish companies acclaimed for their design were interviewed in order to build a model that integrates branding and design management. The resulting model integrates the innovation process with different kinds of design, in order to build consistent brand experiences. |
