Importance of Architecture in the Branding Process: An Evaluation on a Famous Brand

Year 2023, , 911 - 925, 16.12.2023

Burcu Buram Çolak , Asena Soyluk

https://doi.org/10.30785/mbud.1363857

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.

Markalaşma Sürecinde Mimarinin Önemi: Ünlü Bir Marka Üzerinden Değerlendirme

Abstract

Markalaşma kavramı ile yakından ilişkili olan marka kavramı, pazarlama sektöründe bir ürünün tasarım aşamasındaki vizyonunu ve kimliğini ifade etmektedir. Bir markanın kimliğini tanımlamanın en etkili yolu onun üç boyutlu algısından geçer. Markanın vitrini görevini gören mimari mekân, ürünün ilk algılanışını görsel olarak sunması açısından önem taşımaktadır. Bu çalışma, dünyaca ünlü bir çanta firmasının markalaşmasına yön veren ürün tasarımı ile mekânsal tasarımı arasındaki etkileşimi gözlemsel analiz yöntemini kullanarak incelemektedir. Yıllardır klasik çizgisini korumasına rağmen saygın çanta markası, 2019 yılından itibaren fütüristtik modellere de yer vererek dikkatleri üzerine çekmeyi başarmış ve bu sayede imajını tazelemiştir. Çalışma, kurumsal kimliği yansıtan mimari tasarım kriterlerinin incelenmesine odaklanmaktadır.

Keywords

Markalaşma, mimari tasarım, fütürizm, markalaşma sürecinde mimarlık

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