Corporate Brand Design

<p><em>Corporate Brand Design</em> offers a unique and comprehensive exploration of the relationship between companies their brand design and their stakeholders.</p><p>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.</p><p>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.</p>