Corporate Brand Design : Developing and Managing Brand Identity book cover
1st Edition

Corporate Brand Design
Developing and Managing Brand Identity

ISBN 9780367515027
Published September 30, 2021 by Routledge
282 Pages 2 B/W Illustrations

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Book Description

Corporate 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.

Table of Contents

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


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Mohammad Mahdi Foroudi is Founder and Managing Director of Foroudi Consultancy. He is also Visiting Lecturer at Middlesex University, UK; Tehran University, Iran; and Azad University, Iran.

Pantea Foroudi is Senior Lecturer in Marketing and Branding at Middlesex University London, UK, and Business Manager and Solution Architect at Foroudi Consultancy.


'This book will be read with interest by corporate brand scholars and practitioners who have an interest in the design dimensions of corporate brand management. As well as covering more traditional areas of the territory such as corporate visual identity and corporate architecture, care has been taken to include new expressions of the field such as website design. This is most welcome addition to the oeuvre.'

Professor John M. T. Balmer, Professor of Corporate Marketing, Brunel University London, UK; quondam Professor of Corporate Brand/Identity Management, Bradford School of Management, UK

'With globalisation pervading the farthest reaches of the planet and the onslaught of digital marketing, creating and maintaining a consistent visual identity of the organisation is more critical than ever. This book is a timely endeavour in that regard. It captures all the relevant aspects of corporate brand design creation, evolution and management.'

Paurav Shukla, Professor of Marketing and Head of Digital of Data Driven Management Department, University of Southampton, UK

'This book focuses on how visual design communication is intertwined with corporate identity in reflecting the true ethos, personality and spirit of the organisation. Fifteen relevant, practical and contemporary case studies have been competently illustrated the phases readers need to understand in designing their own corporate brand. Enjoy reading the multifaceted aspects of corporate design as lucidly presented in this long-awaited book.'

T. C. Melewar, Professor of Marketing and Strategy and Head of Department of Marketing, Branding and Tourism (MBT), Middlesex University London, UK

'Corporate Brand Design: Developing and Managing Brand Identity lives up to its name as a thoroughly up-to-date and comprehensive guide to the very latest and finest thinking on corporate branding. The compendium focuses comprehensively on all aspects of corporate brand design management, an area critical for brand success. It will be of interest to almost anyone with an interest in developing and successfully managing a brand. The book offers a timely update of the theory and practice of corporate visual identity, through the lenses of established as well as novel perspectives in the domain. It provides academic rigour through systematic analyses and syntheses of research evidence on a wide range of exciting areas, such as corporate brand signature management, corporate brand website design, sensory marketing cues, and visual identity management. Notably, it offers valuable real-world relevance through in-depth business cases that will benefit marketing practitioners and branding students alike. The book is enlightening, thought-provoking, and enormously useful. It belongs on the bookshelf of anyone serious about the art and science of corporate branding theory and practice.'

Jaywant Singh, Professor of Marketing, University of Southampton, UK