Brand Design in Function of Sustainable Customer Communication Development

Kostić-Stanković, Milica and Vukmirović, Valentina (2016) Brand Design in Function of Sustainable Customer Communication Development. In: XV International symposium Reshaping the Future Through Sustainable Business Development and Entrepreneurship SymOrg 2016. Faculty of organizational sciences, Belgrade, pp. 139-145. ISBN 978-86-7680-326-2

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Abstract

Even though it should be logical that process of product selection while purchasing is based on simple ratio of price and quality, practice indicates that, in numerous cases, brand design and communication with customers are decisive factors in product purchase decision making. Reasons are very logical and connected with human psyche, as well as manner of perception and notion of different messages sent by brand itself. This is exactly the reason why, while creating brand identity,its aspects such as visual identity, image, brand tone and message, are thoroughly examined and why customers are consulted before and after creating conceptual solution. Based on above mentioned observation, this paper considers significance of branding concept and role of design as a source of sustainable communication development. Research on significance of these components was conducted in paper by applying quantitative method (questionnaire). Research is presented through result analysis and conclusions of primary study, which verify above mentioned claims.

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