Importance of Architecture in the Branding Process: An Evaluation on a Famous Brand
Abstract
The term "brand", which is closely associated with the concepts of "branding," signifies the vision and identity surrounding a product during its design phase in the marketing sector. The most effective way to define a brand's identity is through its three-dimensional perception. The architectural space, acting as the storefront of the brand, holds significance in visually presenting the initial perception of the product. This study examines the interaction between the product design that has propelled the branding of a globally renowned handbag company and its spatial design, utilizing the method of observational analysis. The esteemed handbag brand, which has maintained its classical style for years, has been trying to attract attention by incorporating futuristic models since 2019, thereby rejuvenating its image. The study focuses on the examination of architectural design criteria that reflect the corporate identity.
Keywords
Branding, architectural design, futurism, architecture in the branding process
Thanks
The authors would like to thank Gazi University Academic Writing Application and Research Center for proofreading the article. The paper complies with national and international research and publication ethics. Ethics committee approval was not required for this manuscript.
References
- Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. Access Address (20.12.2020): https://journals.sagepub.com/doi/10.1177/002224379703400304
- Aaker, J. L. (2009). Building Strong Brands. Simon and Schuster.
- Abloh, V. & Ghesquiere, N. (2020). Louis Vuitton. Access Address (16.07.2021): https://www.wikiwand.com/en/Louis_Vuitton
- Additional Booklet Capital-Journal, (2004). Marka. DBR Yayıncılık, İstanbul, Turkey, pp. 45.
- Akalın, T. (2019). Fütürizm akımının tarihsel süreci bağlamında fotoğraf sanatına kısa bir bakış. IBAD Sosyal Bilimler Dergisi, October 2019 Special Issue, 578-588. DOI: 10.21733/ibad.624073. Access Address (20.08.2021): https://dergipark.org.tr/en/pub/ibad/article/624073
- Allan, M. (2004). Why brand places. Agenda for local development, 64.
- Altıntaş, E. (2021). Louis Vuitton’un Fütüristik Koleksiyonu: 2054. Access Address (29.07.2022): https://gq.com.tr/moda/louis-vuittonun-futuristik-koleksiyonu-2054/1
- Ar, İ. (2004). Marka iletişiminde kişilik: Marka kişiliği ve tüketici bağlılığı ilişkisi. Yönetim Araştırmaları Dergisi, 2(2), 73-99.
- Astbury, J. (2019). Frank Gehry crowns Louis Vuitton Maison Seoul with glass sails. Access Address (29.08.2022):https://www.dezeen.com/2019/11/25/louis-vuitton-maison-seoul-frank-gehry-peter-marino/
- Aydıntan, E. (2001). Yüzey Kaplama Malzemelerinin İç Mekân Algısına Anlamsal Boyutta Etkisi Üzerine Deneysel Bir Çalışma (MSc Thesis). Karadeniz Teknik University. Graduate School of Natural and Applied Sciences, Department of Architecture, Trabzon, Turkey. Accessed from database Access Address (13.07.2022): https://tez.yok.gov.tr/UlusalTezMerkezi/tezDetay.jsp?id=DCdcAzHXFYH6- _7_bgClEw&no=8hGqOCu8z0nlMAIQIbAH-w