cam a22 4 4500 357955757 CHVBK 20201008074740.0 120913s2012 gw m 000 0 eng 1025950569 DE-101 978-3-940260-24-6 (OCoLC)833401034 (IDSSG)000854712 GWDNB ger GWDNB SzZuIDS HSG rakwb XA-DE 658.8 DE-101 22 QP 624 rvk DE010423D2E4F318144D7C1257B74004866AA iCapture Raffelt Ursula Verfasser aut Architectural branding understanding and measuring its relevance for brand communication vorgelegt von Ursula Raffelt München FGM-Verlag 2012 VIII, 189 Seiten Illustrationen Text txt rdacontent/ger ohne Hilfsmittel zu benutzen n rdamedia/ger Band nc rdacarrier/ger Schriftenreihe Schwerpunkt Marketing Bd. 77 77 (IDSSG)000855924 299503631 Zugl.: München, Univ., Diss., 2010 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. 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. Produktimage (DE-588)4125196-9 gnd Markenimage (DE-588)4136439-9 gnd Gewerbeimmobilien (DE-588)4195006-9 gnd Architektur (DE-588)4002851-3 gnd Corporate Design (DE-588)4231157-3 gnd Hochschulschrift gnd-content https://unisg.link/hm00444743 Inhaltsverzeichnis BK020300 XK020000 XK020000 IDSSG HSG HSG EG QP 624 R136 IDSSG 100 1- Raffelt Ursula Verfasser aut IDSSG 490 0- Schriftenreihe Schwerpunkt Marketing Bd. 77 77 (IDSSG)000855924 299503631 IDSSG 856 4- https://unisg.link/hm00444743 Inhaltsverzeichnis