000			a
999			_c31939 _d31939
008			230420b xxu||||| |||| 00| 0 eng d
020			_a9780367515027
082			_a658.827 _bFOR
100			_aForoudi, Mohammad Mahdi
245			_aCorporate brand design : developing and managing brand identity
260			_bRoutledge, _aAbingdon : _c2022
300			_axii, 270 p. ; _bill. _c25 cm
365			_b36.99 _cGBP _d104.20
504			_a\Includes bibliographical references and index.
520			_aCorporate 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.
650			_aCorporate logo
650			_a Architecture
650			_aBrand signature
650			_aConsumer loyalty
650			_aCorporate image
650			_aEnvironmental design
650			_aHuman sense
650			_aPhysical environment
650			_aVisual design
650			_aSensory marketing
650			_aConcept branding
650			_aWebsite branding
700			_aForoudi, Pantea
942			_2ddc _cBK