STRATEGIC BRAND MANAGEMENT
REJUVENATION. EXTENSION. NOVELTY.
ABOUT THE PROJECTS
Those words refer to the 3 sides of the teaching in the course "Design Management" taught by professor Dr. J. Henseler at the University of Twente. DM initiates, controls and coordinates design to be a maximally effective instrument.
Those words also refer to the 3 projects executed within the framework of this course. From the rejuvenation of a brand which has sunk into oblivion (the search engine AltaVista), to the extension of one brand's portfolio (what-if Ray-Ban invested into watches) and the creation of a whole new brand (Jensen, luxury boats manufacturer).
The whole course was also based on the book of J.N. Kapferer : "The New Strategic Brand Management". The links for each of the 3 projects can be found below:
REJUVENATION. EXTENSION. NOVELTY.
PROCESS
These projects were based on the writings of J.N.Kapferer, the pope of Brand Management. For each projects meetings were led to decide of a pre-concept. This one was then refined using semantic inspirations panels and the graphic content created using InDesign.
