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Please use this identifier to cite or link to this item:
http://hdl.handle.net/1721.1/3810
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| Title: | Modularization to Support Multiple Brand Platforms |
| Authors: | Agus, Sudjianto
Otto, Kevin |
| Keywords: | product family
functional architecture
brand identity
aesthetics
modularization
platforms
platform architecture |
| Issue Date: | 9-Sep-2001 |
| Abstract: | Methods to determine acceptable architecture for multiple platforms supporting multiple brands must represent both platform cost saving commonization as well as revenue enhancing brand distinctions. Functional architecting methods
determine modularization based upon functional concerns. Brand identity is additionally determined by sensory aesthetics.
We introduce three architecting rules to maintain brand identity in platforms. A dominant theme must be ensured on each product of a brand, and this must be transferred to each product's specifications and aesthetics. Elements critical to brand identity must be made common across all products in a brand. For any platform, brand specific elements must be maintained unique on each product variant. The set of elements not identified as a brand carrier can be made common to a platform. A matrix representation of each platform and its supported brand variants is useful as an architecting tool. |
| URI: | http://hdl.handle.net/1721.1/3810 |
| Appears in Collections: | Platform Architectures (PA)
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Files in This Item:
| File |
Description |
Size | Format |
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| PA_Modularization.pdf | | 645Kb | Adobe PDF | View/Open |
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