Print Email Facebook Twitter The Brandstar: A supportive tool for branding and packaging analysis Title The Brandstar: A supportive tool for branding and packaging analysis Author Dekker, E.W.K. Contributor Schoormans, J.P.L. (mentor) Mugge, R. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Master of Science Strategic Product Design Date 2013-03-05 Abstract Branding and packaging are extremely important factors for a brand in order to become successful, especially when operating in the FMCG business. As a consumer, we are constantly confronted with numerous brands and their products and in order for them to be successful it is essential for a brand to differentiate itself from competition. Brands provide consumers with the possibility to differentiate and identify themselves with the brand. Therefore the value of branding and packaging for companies is of major importance, especially for companies operating in the FMCG market. Cartils, a branding and packaging design agency, provides independent, specialist advice with the focus on the development of brand packaging, corporate identities and brand personalities. Cartils provides strategic advice to international companies in the fast moving consumer goods (FMCG) sector. Clients include leading names in luxury products, in divers sectors, such as: beverage, tobacco and personal care. In order to provide their clients with the best and tailor made advice Cartils developed a branding philosophy, which is called the BrandStar philosophy. Based on the philosophy, Cartils requires that a tool is developed in order for all departments to be able to perform a branding and packaging analysis. Currently, only the strategy department is using the BrandStar philosophy as an analysis tool, other departments such as account and design only use the terminology of the tool. Therefore the BrandStar is currently mainly functioning as a guideline for internal communication regarding running projects. However, in order to achieve the most accurate analysis of packaging it is important that at the start of a project, account, strategy and the design department are all able to quickly analyse the branding and packaging of a product and combine their results. First of all, the evolution of the BrandStar philosophy is analysed in order to map the development and the theory behind the philosophy. Furthermore an extensive literature study is conducted addressing branding and packaging, design teams and existing design tools, providing valuable insights, a solid base for the concept generation phase and inspirational examples. Since the tool is specifically meant for Cartils interviews are conducted with employees, resulting in a clear overview of the overall design process at the company, opinions on the current philosophy and willingness to adopt an analysis tool in their personal design process. This resulted in a list of requirements which have to be met in order for the tool to become successful and adopted in the design process. Based on the set criteria, decisions were made regarding the platform, content and structure of the tool after which ideas were generated. Finally the developed concept is illustrated by text and visuals, explaining the structure, features and process of the tool. The tool that is developed is called the BrandStar tool as it is based on the BrandStar philosophy. The tool provides employees at Cartils the possibility to simultaneously perform a branding analysis, before having an internal meeting on the project discussing the perception of the product and possible design directions. The tool is constructed in such a way that the analysis can be done ‘quick-and-dirty’ or elaborate, offering flexibility. Furthermore communication can be supported textually as well as visually and analysis results between departments or individuals can quickly and easily be compared. The concept is developed to a level that it directly can be programmed and implemented in the design process of the company. The methodology behind the tool is tested to see whether employees understood the structure and whether all required analysis features were available and presented in a clear and attractive manner. The test results indicated that the employees were surprised and enthusiastic about the new tool and they really could see the benefits for the company, for each department and for their own design process. Furthermore the tool proved to have a clear structure and an easy and attractive interface. Finally, the user tests provided recommendations and comments to consider when implementing the tool, these are taken into account during the evaluation of the BrandStar tool and project. To reference this document use: http://resolver.tudelft.nl/uuid:78dfb8dc-128b-46bc-bbed-631a438ad3b9 Embargo date 2014-03-05 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2013 Dekker, E.W.K.