Modularization to support multiple brand platforms

Agus Sudjianto*, Kevin Otto

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

67 Citations (Scopus)


Methods 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.

Original languageEnglish
Title of host publicationProceedings of the ASME Design Engineering Technical Conference
Number of pages14
Publication statusPublished - 2001
MoE publication typeA4 Article in a conference publication
EventInternational Conference on Design Theory and Methodology - Charlotte, NC, United States
Duration: 21 Aug 201624 Aug 2016
Conference number: 28


ConferenceInternational Conference on Design Theory and Methodology
Country/TerritoryUnited States
CityCharlotte, NC


Dive into the research topics of 'Modularization to support multiple brand platforms'. Together they form a unique fingerprint.

Cite this