Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

Analysis of the Role of Design Management in Corporate Brand Development Take RED as an Example

Authors
KeChun Mao1, 2, QiuPing Lin1, 2, ChenLu Sun1, WeiHai Zhang1, 2, *
1School of Design, South China University of Technology, Guangzhou, 510006, People’s Republic of China
2Institute of Micro Science and Art, Guangzhou International Campus, South China University of Technology, Guangzhou, 511442, People’s Republic of China
*Corresponding author. Email: weihai-2004@163.com
Corresponding Author
WeiHai Zhang
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_288How to use a DOI?
Keywords
design management; design innovation management; design culture management; e-commerce platforms; social platforms
Abstract

Nowadays, as the concept of design management continues to evolve, the research on design management has constantly been conducting. The use of design management methods has become a way to improve the competitiveness of corporate brands. Taking the RED platform, a two-in-one platform for social networking and e-commerce, as an example, this paper analyzes its brand establishment, brand color, brand development dynamics, and user stickiness of RED from the perspective of design culture management and design innovation management, respectively.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
978-2-494069-31-2
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_288How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - KeChun Mao
AU  - QiuPing Lin
AU  - ChenLu Sun
AU  - WeiHai Zhang
PY  - 2022
DA  - 2022/12/29
TI  - Analysis of the Role of Design Management in Corporate Brand Development Take RED as an Example
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 2456
EP  - 2463
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_288
DO  - 10.2991/978-2-494069-31-2_288
ID  - Mao2022
ER  -