Brand Analysis
A study of the Herman Miller brand

An analysis of the different elements contained within a brand and the way they communicate with employees, stakeholders and customers provides an understanding of how a brand is positioned apart from its competitors.

fig 1. Brand portfolio architecture

fig 2. Connection to category

fig 3. Differentiation from category

Problem

A company's brand can be both a strength and, if communicated poorly or without focus, a liability. ID 520 is designed to give students a solid grounding in brand strategy and an understanding of the role communications play in brand-building. To that end, students choose an organization to study throughout the eight week course in order to better understand the combination of elements that make up a company's brand and how those elements can be manipulated to tell a compelling story.

Process

I applied various analytic methods to the Herman Miller brand in order to gain a better understanding of the company's brand assets. These methods included Era and Brand Architecture Analyses and identification of the various Brand Identity Element and how they connect or differentiate Herman Miller from their competitors, as well as how these assets are utilized to inform potential customers through the various stages of the decision making progress.

Download the full report: [PDF, 4.5 MB]

  • Date: Fall 05
  • Timeframe: 7 weeks
  • Credits: n/a