Author: Tatyana L. Sysoeva, Cand. Sc. (Ec.), Associate-Prof. of Marketing and International Management Dept., Urals State University of Economics

Darya V. Semyonova, Sole Trader, SUN Studio (Centre for Design and Print)

Abstract: In the article the research on design management concept and its influence on brand promotion is conducted. The authors consider the evolution of different approaches to the definition of design management and analyze the process of design thinking and its results. They clarify the role of design management in creation and promotion of a brand. The paper scrutinizes the practical issues of design­management, presents the design thinking process and describes the job of s design manager.

Keywords: Brand, brand promotion, branding, design management, design management concept, development of design management in Russia