Studies on the Intersection of Marketing and Design: Trends and Impacts on Consumer Behaviour.

Abstract

How does design interact with Marketing? Abecassis-Moedas, C. (2019) concluded through his research that there must be a commitment between design and brands. In strategic terms and according to Mohamed, K., & Adiloglu, F. (2023) brands can differentiate themselves from competitors. Design elements that are distinctive, memorable, and on-brand values can help brands stand out in a crowded market. Branding, an essential marketing resource, must be managed rigorously. Today, design is not confined to the development of new products or services in marketing, but brings together all activities that affect the performance and appearance of the brand (Vilar, E. T., 2014). The need to resort to design is based on four areas: (1) Products and services, (2) Spaces and equipment; (3) Communication and information systems, and (4) Visual identity. In this line of pointing the Design Management Institute states that design consists of the development, organization, planning, and control of resources related to the human use of products, communications, and environments. The authors of the articles in this special issue of the IJMCNM mostly share the results of studies conducted in various countries and contexts, which aimed to analyze marketing and design. Having given this brief introduction, I invite the reader to read all the articles in this special issue to learn more about the results achieved in studies developed by researchers from universities and research centers in Pakistan, Malaysia, Ethiopia, and India.

DOI: https://doi.org/10.54663/2182-9306.2024.SpecialIssueM&D.1-5