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Corporate Brand Design: Developing and Managing Brand Identity de Mohammad Mahdi Foroudi

Corporate Brand Design: Developing and Managing Brand Identity

Autor Mohammad Mahdi Foroudi, Pantea Foroudi
en Limba Engleză Paperback – 30 sep 2021

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.

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Specificații

ISBN-13: 9780367515027
ISBN-10: 0367515024
Pagini: 282
Ilustrații: 2 Line drawings, black and white; 8 Tables, black and white; 2 Illustrations, black and white
Dimensiuni: 174 x 246 x 15 mm
Greutate: 0.52 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate Advanced

Cuprins

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
 

Notă biografică

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.

Descriere

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.