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Book synopsis

Zaha Hadid, Norman Foster, Frank Gehry, Daniel Libeskind, Rem Kolhaas-their buildings are stunning, world famous, and direct our attention to a new trend in marketing: Architectural Branding.Companies continuously demonstrate worldwide with high investments in architecture that they believe in the power of building design. Even though, over time, function and meaning of such buildings may change, architectural branding is a promising way for companies to represent their brand, their values, and their identity in an authentic and sustainable form. Corporate buildings are omnipresent in our daily lives. We encounter these buildings by sight, in the media and at times by visiting them. They are the physical manifestation of an organization, often for decades, and one of their most valuable material assets. They shape and define our landscapes and the skylines of our cities-and, might increase a brand's value.This book illustrates how individuals perceive corporate architectures, what associations and meanings they derive from them, and how corporate architectures should be designed to strengthen brand identity. Incorporating a semiotic perspective, it presents a novel theoretical approach to architectural branding. Based on an evaluation of more than a hundred buildings from around the world it reveals how designs can translate into particular corporate personality dimensions. Through an empirical analysis of three major automobile companies this book clarifies the conditions under which architectural branding adds value to internal brand management.The studies contained in this book are based on a doctoral thesis, which was accepted by the Munich School of Management at the Ludwig-Maximilians-University in 2010. At its core, they show that architectural design is a powerful tool to communicate brand identity-above and beyond beautiful forms. Through integrating many examples and presenting empirically well-grounded findings from three different data sets, this book gives insights and managerial guidance that are of interest for architects and brand managers.

Book details

• Full title: Architectural Branding
• Subtitle: Understanding and Measuring its Relevance for Brand Communication
• Author: Ursula Raffelt, Paul W. Meyer, Anton Meyer
• Language: English
• Binding: Paperback
• Number of pages: 208
• EAN: 9783940260246
• ISBN: 394026024X
• ID: 12812032
• Publisher: FGM Fördergeschaft Marketing E.V.
• Weight: 312 g
• Dimensions: 210 × 149 × 23 mm
• Date of publishing: 09. August 2012

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