Brand & Product Strategy for deLight Interactive Solutions BV

Brand & Product Strategy for deLight Interactive Solutions BV

Van Duijnen, F.

Santema, S.C. (mentor)
Jepma, E.J. (mentor)

Industrial Design Engineering

Product Innovation Management

Strategic Product Design

2010-08-26

The Branded New Product Design (BNPD) process is used to develop the brand and product strategy. The followed procedure is to (1) understand the business, (2) create an inspiring vision, (3) design the brand identity and (4) design new products accordingly. Understanding of the business has been obtained by the context analysis. The deLight framework and core competences lay the foundation of the company’s positioning. A deLight brand vision is created by determining the purpose, mission, culture and values of the company. This comprehensive examination leads to the following brand vision statement: “We promise Sense & Play to all deLight stakeholders.” A matching brand identity including the deLight cubes as a metaphor has been created as a real manifestation of the brand vision. The deLight brand wheel merges all findings into one brand and product strategy, from which all brand experiences (touch points) can be managed and new products can be designed, according to the brand vision and identity.

augmented reality
brand strategy
product strategy
BNPD
brand vision
brand identity

http://resolver.tudelft.nl/uuid:1b4b6c32-b8e3-4d88-8fe0-44893f7139c1

2011-08-26

Campus only

Student theses

master thesis

(c) 2010 Van Duijnen, F.