Corporate Brand Design - Mohammad Mahdi Foroudi, Pantea Foroudi

Corporate Brand Design

Developing and Managing Brand Identity
Buch | Hardcover
270 Seiten
2021
Routledge (Verlag)
978-0-367-51499-0 (ISBN)
186,95 inkl. MwSt
This book offers a unique and comprehensive exploration of the relationship between companies, their brand design and their stakeholders. Readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand.
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.

The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs.

By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.

Mohammad Mahdi Foroudi is Founder and Managing Director of Foroudi Consultancy. He is also Visiting Lecturer at Middlesex University, UK; Tehran University, Iran; and Azad University, Iran. Pantea Foroudi is Senior Lecturer in Marketing and Branding at Middlesex University London, UK, and Business Manager and Solution Architect at Foroudi Consultancy.

Part I: Introduction to Corporate Brand Design 1. The Emergence, Development, and Changing Uses of Corporate Brand Design, 1760 to Date 2. Corporate Brand Design Management from Different Perspectives Part II: Corporate Brand Signature Management 3. Corporate Brand Signature Management: Logo, Design, Typeface, and Colour 4. Corporate Brand Signature: Image and Reputation Part III: Corporate Architecture Design 5. Corporate Architecture Design Management 6. Corporate Architecture Design and Human Factors, Needs, and Performance 7. Corporate Architecture Design, Corporate Identity, and Identification Part IV: Corporate Brand Website Design 8. Corporate Brand Website Design Management 9. Corporate Brand Website Design, Image, Identification, and Loyalty Part V: Corporate Brand Sensuality 10. Evolution of branding: Towards an historical understanding of the concept branding, experience, and senses 11. Evolution of senses: From no-nonsense era to the rise of sensory marketing 12. Sensory marketing: Environmental psychology theory approach 13. Sensory marketing: Visual cues and Audial cues 14. Sensory marketing: Olfactory cues and Haptic cues 15. Gustative signatures as corporate brand identifiers: Exploring the sensuality of taste as a marketing strategy

Erscheinungsdatum
Zusatzinfo 8 Tables, black and white; 2 Line drawings, black and white; 2 Illustrations, black and white
Verlagsort London
Sprache englisch
Maße 174 x 246 mm
Gewicht 453 g
Themenwelt Kunst / Musik / Theater Design / Innenarchitektur / Mode
Mathematik / Informatik Informatik Web / Internet
Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Wirtschaft Volkswirtschaftslehre
ISBN-10 0-367-51499-0 / 0367514990
ISBN-13 978-0-367-51499-0 / 9780367514990
Zustand Neuware
Haben Sie eine Frage zum Produkt?
Mehr entdecken
aus dem Bereich