Creative Enterprise

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar

Creative enterprise is an enterprise which utilizes design at all levels of operations to create unique

ideas for consumer satisfaction.

Linear Conceptual Brand Model

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar

GUCCI / Louis Vuitton

Gucci and Louis Vuitton are the well-known brands for the luxury fashion accessories around the globe (Designer-fashion-trends, 2009). But the Gucci’s design management has made it more popular among young fashion followers, as its designs are more trendy and elegant, as compare to Louis Vuitton’s classic monogram pattern style. Moreover because

of same monogram pattern Louis Vuitton’s cheap replicas are flourishing in the market (Designer-fashion-trends, 2009), whereas Gucci come up with unique and innovative designs every year (Gucci, 2010). Gucci’s customer experience design is exquisite and

better than Louis Vuitton because it connects better to its customers through different events, promotions, workshops and wonderful stores (Gucci, 2010).

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar

BBC Radio / Classic FM

BBC Radio has managed to establish itself far better than Classic FM by utilising design to the max. BBC has actually re-establish radio against the competition of television, i-pods and internet and made it more popular among youth, by integrating radio, internet and digital technology and completing the audience experience (BBC Radio, 2010). BBC has changed with time and technology to make itself popular among youth. It has come up

with new vibrant and colourful Logos and website designs (Studio Output™ , 2010), where as Classic FM still carries age old look which makes it less appealing and pleasing, even

though it has also adopted digital technology.

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar

Honda / Toyota

Honda and Toyota are both Japanese successful automobile companies know for good performance and low maintenance product design (Helium, 2011). Even though Toyota is

larger automaker Honda isn’t very far. Honda is giving good competition to Toyota by innovative and futuristic product designs. Recently in U. S. market Toyota has suffered big losses due to faulty products, where as Honda sales have gone up with efficient designs (Bloomberg, 2011). One more reason that Honda is getting more popular over Toyota is because of its service design. Honda’s after sale service is excellent, availability of spare

parts is good and can easily be customised (Helium, 2011).

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar

Suggestive suitable future directions

GUCCI

Gucci has a rich range of product design (Gucci, 2010), still failing to create a complete satisfactory experience for its customers due to inefficient service design. To win customer loyalty one need to provide them with good service (Murphy, 1992). Need to work on its

customer care and fair exchange and return policies designs. (50 words)

BBC RadioWhen it comes to 4 P’s (McCarthy, 1987) of marketing BBC Radio is fairly priced, good with

content or product and suitably placed for local culture. The only thing lacking is promotion. BBC Radio is growing with new fresh look and feel; an ad campaign would be an added value

to brand (Cooper, Press, 2003). (50 words)

Honda“The brand is a living animate object. It needs to be continually monitored, ensuring

differentiation and relevance” (Timon, 2006) Honda is rising (Bloomberg, 2011) and needs to be proactive with its product, process, promotion and technology design now. It can take a

leap over the competitors by predicting the future market trends ahead of them. (50 words)

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar

References

- Cooper, R. Press, M., 2003. The Design experience the role of design and designers in the twenty-first century. Hants : Gower Publishing Limited.- McCarthy, 1987. Cited in Elle wood, I., 2002. The essential Brand book. 2nd ed. Kogan Page Limited: London- Timon, C., 2006, cited in Wheeler, A., 2006. Designing brand identity. 2nd ed. p. 152. John wiley & sons: New Jersey.- Murphy, J. M., 1992. Branding a key marketing tool. Macmillan academic and professional ltd: London.- Olins, W., 2008. Wall Olins:The Brand Handbook. Midas printing international ltd: London.- BBC, 2011. About the BBC - Mission and values. [online] Available at: http://www.bbc.co.uk/aboutthebbc/purpose/ [Accessed 02 January

2011]. - BBC Radio, 2010. Brand Portfolio Brought Into Line. [online] Available at:

http://www.attitudedesign.co.uk/bbc-radio-brand-portfolio- brought-into-line [Accessed 03 January 2011]. - Studio Output™ , 2010. Radio 1 website design. [online] Available at: http://www.studio-output.com/radio1-website - [Accessed 03 January 2011]. - - BBC News , 2010. 'Scrappage' scheme launched to boost digital radio. [online] Available at:

http://news.bbc.co.uk/1/hi/entertainment/8693613.stm [Accessed 03 January 2011]. 

- Bloomberg, 2011. Toyota Misses Out on Sales Rebound in U.S. as Hyundai, Honda, Nissan Gain – Bloomberg. [online] Available at: http://www.bloomberg.com/news/2011-01-04/toyota-misses-out-on-u-s-sales-rebound-as-hyundai-honda-nissan-gain.html [Accessed 02 January 2011].

- Gucci, 2010. Gucci forever. [online] Available at: http://www.gucci.com/uk/worldofgucci/articles/history-2010 - [Accessed 03 January 2011]. - Helium, 2011. Honda vs. Toyota - by D.Koopsammy – Helium. [online] Available at: http://www.helium.com/items/854313-honda-vs-toyota

[Accessed 02 January 2011].- Designer-fashion-trends, 2009. Louis Vuitton - History of Louis Vuitton - Designer-Fashion-Trends.com. [online] Available at:

http://www.designer-fashion-trends.com/louis-vuitton.htm [Accessed 02 January 2011].- Designer-fashion-trends, 2009. Gucci - Gucci Handbags - Gucci Sunglasses - Designer-Fashion-Trends.com. [online] Available at:

http://www.designer-fashion-trends.com/gucci.htm [Accessed 02 January 2011].- Louisvuitton, 2011. Louis Vuitton Official Website: Leather goods & Fashion collections. [online] Available at:

http://www.louisvuitton.com/uk/flash/index.jsp?direct1=cata [Accessed 03 January 2011].- Honda Worldwide, 2010. Sales and Service. [online] Available at: http://world.honda.com/profile/sales/ - [ Accessed 14 November 2010].- Honda Cars,2010. Insight, Civic, Accord, CR-V, Jazz, CR-Z. [online] Available at: http://www.honda.co.uk/cars/ - [ Accessed 14 November 2010].

Copy right 2011 | Brunel University. Creative Enterprise Assignment - Stage two. Ashima Amar