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> <p><strong>Part I: Introduction to <em>Corporate Brand Design </em></strong>1. The Emergence, Development, and Changing Uses of Corporate Brand Design, 1760 to Date 2. Corporate Brand Design Management from Different Perspectives <b>Part II: Corporate Brand Signature Management </b>3. Corporate Brand Signature Management: Logo, Design, Typeface, and Colour 4. Corporate Brand Signature: Image and Reputation <b>Part III: Corporate Architecture Design </b>5. Corporate Architecture Design Management 6. Corporate Architecture Design and Human Factors, Needs, and Performance 7. Corporate Architecture Design, Corporate Identity, and Identification <b>Part IV: Corporate Brand Website Design </b>8. Corporate Brand Website Design Management 9. Corporate Brand Website Design, Image, Identification, and Loyalty <b>Part V: Corporate Brand Sensuality </b>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</p>