Family brand/umbrella brand is a group of products or companies are presented the same brand name, however this does not necessarily mean that entire product mix of the company should go under single brand name.
Design strategy can span several levels from a product refresh to a completely new design direction for a company’s product line. Design Strategy affects many functions of the company as it defines how the company values its products, presents itself to the world, and maintains a belief of it’s brand and product image.
My definition [...]
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