The classic brand design literature presents and illustrates best practices in developing the physical, graphical and semiotic aspects of a brand. However, both practitioners and academics outline that brand design is only the starting point of the brand strategy, which has to be completed and complemented by designing and effectively managing meaningful brand experiences. The success of the brand depends on a value co-creation process in which the intentions and offerings of producers and vendors encounter, and interact with, the customer experiences of the brand and of the associated product. A brand experience designed for the customer can therefore be multi-dimensional and not just product led.
