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dc.contributor.authorAgus, Sudjianto
dc.contributor.authorOtto, Kevin
dc.date.accessioned2003-12-10T18:57:12Z
dc.date.available2003-12-10T18:57:12Z
dc.date.issued2001-09-09
dc.identifier.otherDETC2001/DTM-21695
dc.identifier.urihttp://hdl.handle.net/1721.1/3810
dc.description.abstractMethods 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.sponsorshipCenter for Innovation in Product Developmenten
dc.format.extent661191 bytes
dc.format.mimetypeapplication/pdf
dc.language.isoen_US
dc.subjectproduct familyen
dc.subjectfunctional architectureen
dc.subjectbrand identityen
dc.subjectaestheticsen
dc.subjectmodularizationen
dc.subjectplatformsen
dc.subjectplatform architectureen
dc.titleModularization to Support Multiple Brand Platformsen
dc.typeWorking Paperen


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