Creating Brand Recognition Through Product Design

  • Pablo Marcel de Arruda TorresEmail author
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 34)


The main goal of brand is to establish a significant gap against competitors, essential to obtain a unique positioning. The products help brand to create recognition, reinforcing that positioning. Thus, brand perception must be supported by a coherent product, which can be deliberately created, transformed and managed to full this function. The objective of this paper is to show how product design can be used to create brand recognition and positioning to the marketplace. For this, the paper presents three case studies that demonstrates how global companies use product design to convey strategic messages and create brand perception. The third case still shows how the brand knowledge can lead to new product designs and projects in a practical way. Although the cases have different characteristics and peculiarities, they are similar in how the company’s image is reflected on a planned and intentional way into new products.


Brand recognition Product design Corporate identity Strategic design 



This work would not be possible to be realized without the institutional contributions and grants from CAPES—Coordenação de Apoio ao Pessoal do Ensino Superior (Brazil) and Second University of Naples (Italy), to whom I leave here my sincerely thanks.


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Copyright information

© Springer India 2015

Authors and Affiliations

  1. 1.Researcher, Universidade Federal de Campina Grande, BrazilSecond University of NapoliNapoliItaly

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