Publication

Designing the bottom line

An article by David Stonehouse of PA Consulting Group in Brand Strategy magazine

The importance of product design for generating brand equity is well known; it clearly adds to shareholder value but calculating its contribution to the bottom line remains difficult. Most companies understand that some level of product design is necessary to be competitive and in many cases they struggle to assess their return on investment.

In today’s global economy, the commoditisation of goods means that products are increasingly similar in technology, quality, cost and service – the only difference is the brand. As a result, marketing skills are emerging ahead of technical and financial abilities for delivering value.

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