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Modularization to Support Multiple Brand Platforms

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dc.contributor.author Agus, Sudjianto
dc.contributor.author Otto, Kevin
dc.date.accessioned 2003-12-10T18:57:12Z
dc.date.available 2003-12-10T18:57:12Z
dc.date.issued 2001-09-09
dc.identifier.other DETC2001/DTM-21695
dc.identifier.uri http://hdl.handle.net/1721.1/3810
dc.description.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. en
dc.description.sponsorship Center for Innovation in Product Development en
dc.format.extent 661191 bytes
dc.format.mimetype application/pdf
dc.language.iso en_US
dc.subject product family en
dc.subject functional architecture en
dc.subject brand identity en
dc.subject aesthetics en
dc.subject modularization en
dc.subject platforms en
dc.subject platform architecture en
dc.title Modularization to Support Multiple Brand Platforms en
dc.type Working Paper en


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