Managing product identity through style recurrence Online publication date: Tue, 25-Oct-2005
by Kuohsiang Chen, Cheng-Chen Shao
International Journal of Product Development (IJPD), Vol. 2, No. 4, 2005
Abstract: The development of new products has a crucial part to play in a corporation, and consistent formal style can add value to new products. In other words, it is the uniqueness and consistent style of a corporation that creates its distinct identity. Most of the previous research on corporate identity focused on the issues of the conceptual planning of a design strategy and a logo design. Research of practical norms for product design, however, are largely ignored. This research aims to construct a framework for managing corporate product identity through style recurrence. First, the strategy of a corporate identity and its product identity was recognised. Then, the generation rules for its product style were established to be used as a practical norm for product design. Finally, the practical norm of design was examined against the strategy of corporate identity and product identity to test its usefulness. A programme was written to demonstrate such an idea, and it proved to be comprehensive and effective.
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