functional brand

Functional Branding is a discipline within service design where services are created or improved to deliver more than enhanced user experience.

Lastly, to increase the competitiveness of the company, one may explore new functional brands by identifying new markets and demands.

Functional branding is a new discipline within service design which is being practiced by a small number of service design companies.

Functional branding would enable one of these sites to differentiate itself through the interactions with users, positively reinforcing its brand values through design.

"It's a functional brand for us," Ms. Berryhill said, "and it is predominantly opening price-point items."

Functional branding builds an overall and comprehensive branded experience, which can increase consumer brand loyalty and positively influence brand equity.

Functional branding aims to ensure that every interaction is a branded experience, so that users receive not only a positive experience but one that conveys the brand values of the company.