Product/ Service Design & Branding/promotions 1.3.1& 1.3.2 Flashcards
What is a product?
Is anything that is capable of satisfying customer needs eg. Shoes
What is the role of product design?
Good design contributes to a product usefulness as well as its looks.
Design goes right to the heart of the product.
What 3 elements do products emphasise?
- Function
- Aesthetics
- Economic Manufacture
Describe the overview of function
• The way a product works
• Does it do what it needs to do?
• Is the product reliable?
Eg stapler, battery
What are the common features of products that successfully emphasise function in the design mix?
- More predictable and stable demand
- Longer product life cycle
- Lower promotional costs
- Build reputation for quality based on relatability
- Economic manufacture through EOS
Describe the overview of aesthetics
• How the product appeals to the customer in terms of how it looks, feels etc
• Based on the subjective judgement of customer
• A popular way to differentiate a product
Eg small bags, jewellery
What are the common features of products that successfully emphasise aesthetics in the design mix?
- High added value
- Demand fuelled by customer aspiration
- Potentially shorter product life cycle
- Attracts imitation = needs for design protection
- Need for greater promotional support
Describe the overview of economic manufacture
• Does the design allow the product to be made and sold profitably?
• How much value is added during the production process?
Eg buying in bulk, limited stock
Benefits of economic manufacture
- Could lead to increasing profit
* Could decrease the breakeven point
Drawbacks of economic manufacture
- Could harm the reputation because customers may assume quality is lower as less cost are spent producing the products
- could mean business operates in more competitive mass markets
Benefits of function
• Sustainable reputation
• Builds trust with customers
• Should lead to repeat purchases for loyal customers

Drawbacks of function
- Purpose/problem solved may only suit certain target market needs
- Higher production costs
- May only encourage one time purchases rather than repeat business
Benefits of aesthetics
- Builds customer attention
- Builds brand recognition
- Popular brands will mean free source of advertising
- Increase selling price through added value
Drawbacks of aesthetics
- May have to spend on advertising to encourage more purchases in crowded markets
- May lead to less focus on important aspect of punctuality of product/service
How does the design mix change to reflect social trends?
- Sustainability
- Waste minimisation i.e. paper bags
- Ethical sourcing i.e. fair trade
What is corporate brands?
Refers to the practice of promoting the brand name of corporate entity, as opposed to specific products or services
Eg unilever
What is own-label brands?
Example of corporate branding where retail outlets assign their corporate branding to a range of goods and services
Eg Tesco, Sainsburys basic
What is global brand?
Easily recognised and operating worldwide. Based on familiarity, availability and stability
Eg ikea, McDonald’s
What changes have there been in branding and promoting to reflect social trends?
- Viral marketing
- Social media
- Emotional branding
What is viral marketing?
Use of social media/websites to encourage the spread of promotional activities and increase brand awareness
• uses blogs and online forums
What is social media?
The use of virtual communities to communicate with actual and potential customers
What is emotional branding?
- building a brand that will directly tap into the consumer feelings, personal psychological needs and aspirations eg. Presents a feeling of belonging or success
- a brand sells a status or life style choice
