Raposo, Daniel2025-01-032024RAPOSO, Daniel (2025) - Design-driven branding: A proposal for a methodological model for strategic and creative brand direction and design of the brand visual identity. In: BRANDÃO, D. ; MARTINS, N. ; DUARTE, E. (eds) - Perspectives on design and digital communication V. Research, innovations and best practices. Springer, Cham. Vol 50, n.º 1, p. 261-284. DOI: https://doi.org/10.1007/978-3-031-76156-0_13978-3-031-76155-3http://hdl.handle.net/10400.11/9261Over time, various methodological models have been proposed for Branding and/or Brand Visual Identity, sometimes confusing these concepts. On the other hand, there is still a lack of knowledge about key concepts, with authors entrenched in their areas of Management, Marketing, Communication or Design, without consulting the others. Using amixed, non-interventionist methodology based on a literature review, somemethodological models for Branding and/orVisual Brand Identity are broken down and compared. The findings result in a diagrammatic model defined in an exploratory approach resulting from active research, proposingmethodologies and techniques, as well as a Design-driven branding action. The proposed model is characterised by being open (brand-world-market-people) and dynamic (as opposed to linear models), promoting co-design, testing and evaluation through design.engDesign and brandingBrand visual identityBrand imageBranding methodological modelbook part10.1007/978-3-031-76156-0_13