Cause and Effect of Design Features and Brand Value: Consumer Interpretation of Design and Value of Long- and Short-Term Products

Recent consumer trends of high demand for sustainability requires companies to have long-lasting and high value product-development strategies. Some researchers define these products as iconic, others as core. This study aims to illustrate the practical implications of effective long-term, product-design development, and management methods. We employ both qualitative and quantitative analyses and conduct a cause-and-effect analysis of the design features and brand images of long-lasting products of luxury brands with an emphasis on timeless design, high profitability, and recognition. The results show consumer priority when they recognize an iconic product as long-lasting and high value. Our analyses show the need for strategic, long-term product management to establish strong brand identity, and the importance of balancing physical characteristics based on invisible aspects.