Design as a Key Factor in Brand Building: Value Congruence and Brand Identity Through Design

Abstract

Modern marketing is rapidly developing in modern conditions. This process and its impact on the economic component and digital transformation requires practical consideration of all details. In marketing, the terms “design” and “brand” are characterised by high dynamics and have their characteristics when creating a brand. The study's primary purpose is to consider the role and prospects of using design as an essential component in building a brand following the requirements of identity. It approaches to responding to changes in the external environment. This exploratory study uses qualitative methods to explain the relationship between design and brand in developing the modern marketing environment and integrating advertising in the Ukrainian economic market. A bibliometric analysis of relevant academic literature was conducted in the Scopus, Web of Science, and IEEE databases from 2015 to 2022 to achieve this goal. The scientific innovation of the work consists of the following: determining the priority model of design research in modern Ukrainian humanitarian educational and scientific thought; identifying forms of design education acceptable for the contemporary Ukrainian socio-cultural environment; and identifying forms of design education acceptable for the modern Ukrainian socio-cultural environment. It has been established that brand development is the key to successful strategies and the development of new programs and projects. A brand designates a particular product or service specially. The visions of "brand" and "design" concepts, their interaction, signs, advantages and disadvantages, and relationship with the external environment have been presented. The main conclusions are reflected in the proposition of further prospects for developing design as a critical component in creating a brand and its rapid development as the primary marketing innovation in modern conditions.