Brand Development Applying HCD

Abstract

This paper describes a project that applied several HCD methodologies to the development process of a new product brand. First, we applied the HCD method to clarify usage scenes and customer value. Next, based on the customer value analysis results, the relevant parties agreed on the appealing points of the brand and defined the brand identity. Based on this, we developed a brand name and logo, and conducted a demonstration experiment to develop services in multiple areas with the established brand.