University of Ljubljana Faculty of Economics & ICPE

Corporate Design Strategy and Branding:

the Role of Design Management in Developing the Corporate Identity

—Marko Savić MA

1. Motivation for the thesis 2. Key findings 3. Future directions

Agenda

contribute to coherent design terminology

Contribute to coherent design terminology.

+ branding&b. architecture + corporate identity + corporate design strategy

2. Key findings

Corporate Identity Audit Preparation Execution Results

Corporate Identity Audit Preparation Execution Results 1.Select the audit

team. 2.Asess the key

elements in the corporate identity.

3.Determine who should be interviewed.

Corporate Identity Audit Preparation Execution Results 1.Select the audit

team. 2.Asess the key

elements in the corporate identity.

3.Determine who should be interviewed.

4. Conduct audit interviews.

5. Audit corporate identity factors.

6. Summarize salient points.

Corporate Identity Audit Preparation Execution Results

7. Determine the options for change.

8. Present the audit results, 9. Use the audit

data to improve the corporate identity.

1.Select the audit team.

2.Asess the key elements in the corporate identity.

3.Determine who should be interviewed.

4. Conduct audit interviews.

5. Audit corporate identity factors.

6. Summarize salient points.

+ Design management as corporate culture + Design becoming strate- gic partner to business + Design strategy for the whole country

3. Future directions

Design strategy

Sustainable competitive advantage