This document discusses a thesis on corporate design strategy and branding, and the role of design management in developing corporate identity. It includes a three-part agenda: 1) the motivation for the thesis, 2) key findings regarding branding, corporate identity, and corporate design strategy, and 3) future directions such as design management becoming a corporate culture and strategic partner to business. There is also an overview of the corporate identity audit process involving preparation, execution, and results.

1. University of Ljubljana
Faculty of Economics & ICPE
Corporate Design Strategy
and Branding:
the Role of Design Management in
Developing the Corporate Identity
—Marko Savić MA

2. Agenda
1. Motivation for the thesis
2. Key findings
3. Future directions

5. ntribute to coherent design terminology

6. Contribute to
coherent
design
terminology.

7. 2. Key findings
+ branding&b. architecture
+ corporate identity
+ corporate design strategy

11. Corporate Identity Audit
Preparation Execution Results

12. Corporate Identity Audit
Preparation Execution Results
1.Select the audit
team.
2.Asess the key
elements in the
corporate identity.
3.Determine who
should be
interviewed.

13. Corporate Identity Audit
Preparation Execution Results
1.Select the audit 4. Conduct
team. audit interviews.
2.Asess the key 5. Audit corporate
elements in the identity factors.
corporate identity. 6. Summarize
3.Determine who salient points.
should be
interviewed.

14. Corporate Identity Audit
Preparation Execution Results
1.Select the audit 4. Conduct 7. Determine
team. audit interviews. the options
2.Asess the key 5. Audit corporate for change.
elements in the identity factors. 8. Present the
audit results,
corporate identity. 6. Summarize 9. Use the audit
3.Determine who salient points. data to
should be improve the
interviewed. corporate
identity.

22. 3. Future directions
+ Design management as
corporate culture
+ Design becoming strate-
gic partner to business
+ Design strategy for the
whole country

24. Design Sustainable
competitive
strategy advantage

25. Thank
you
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