Modularization to Support Multiple Brand Platforms
Name
PA_Modularization.pdf
Size
645.69 KB
Format
Adobe PDF
Checksum (MD5)
a29344d319d9cd5b0b872420ecdac616
Author(s)
Agus, Sudjianto
Otto, Kevin
Date Issued
September 9, 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.
Subjects
product family
functional architecture
brand identity
aesthetics
modularization
platforms
platform architecture
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