The notion of the brand is one of the larger contexts for designing products that are manufactured in series.

Simultaneously, the brand is something that is evidently difficult for designers to access since it is thought to be located in the realm of economics and possibly the social sciences.

It seems necessary to highlight for designers comprehensible linkages between market and brand, to understand brand strategy as the implementation of these connections in order to enable designers to better understand their own function – based on this understanding of markets and their actors. Building on this, design strategy – as a brand-related interpretation of potential design tasks – becomes the link to the design.