The result of a colloquium, "Experience and Value Creation in Design, Branding and Marketing,” held in Belgium in December 2018, this volume brings together practitioners and scholars in marketing, design, and other fields from Europe, South Africa, North America, and Singapore for 16 essays on the value of design in retail and branding. They address the value of design, including design as a pillar from which a retailer can generate added value for a customer, the design of independent retailers' blended concepts, the added value of designing by crossmodal correspondences, and storytelling within purpose-led fashion and lifestyle brands; the value of experience, including the influence of economic theories on the value of retail design, the added value of retail design for the new age of consumerism, packaging design and its impact on the consumer, and the importance of warmth in brand design; the role of context, including the consumer experience in an omnichannel environment, consumer experience and eye-tracking, in-store shopping experiences and resulting purchasing influence, and designing valuable experiential retail environments; and the value of interdisciplinarity and co-creation, including the connection between the sensorial and meaning properties of retail design and brand assets in grocery stores, mobilizing global brands, value creation in Singapore’s second largest banking group, and environmental simulation techniques in retailing. Distributed in North America by Turpin Distribution. Annotation ©2021 Ringgold, Inc., Portland, OR (protoview.com)
