1st Edition

Corporate Brand Design
Developing and Managing Brand Identity

  • Available for pre-order. Item will ship after September 30, 2021
ISBN 9780367515027
September 30, 2021 Forthcoming by Routledge
288 Pages 2 B/W Illustrations

USD $49.95

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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

Pantea Foroudi

2. Corporate Brand Design Management from Different Perspectives

Pantea Foroudi

Part II: Corporate Brand Signature Management

3. Corporate Brand Signature Management: Logo, Design, Typeface, and Colour

Pantea Foroudi

4. Corporate Brand Signature: Image and Reputation

Pantea Foroudi

Part III: Corporate Architecture Design

5. Corporate Architecture Design Management

Mohammad Mahdi Foroudi and Pantea Foroudi

6. Corporate Architecture Design and Human Factors, Needs, and Performance

Mohammad Mahdi Foroudi and Pantea Foroudi

7. Corporate Architecture Design, Corporate Identity, and Identification

Mohammad Mahdi Foroudi and Pantea Foroudi

Part IV: Corporate Brand Website Design

8. Corporate Brand Website Design Management

Elena Ageeva and Pantea Foroudi

9. Corporate Brand Website Design, Image, Identification, and Loyalty

Elena Ageeva and Pantea Foroudi

Part V: Corporate brand Sensuality

10. Evolution of branding: Towards an historical understanding of the concept branding, experience and senses

Tugra Nazli Akarsu

11. Evolution of senses: From no-nonsense era to the rise of sensory marketing

Tugra Nazli Akarsu

12. Sensory marketing: Environmental psychology theory approach

Tugra Nazli Akarsu

13. Sensory marketing: Visual cues and Audial cues

Tugra Nazli Akarsu

14. Sensory marketing: Olfactory cues and Haptic cues

Tugra Nazli Akarsu

15. Gustative signatures as corporate brand identifiers

Dongmei Zha

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Mohammad Mahdi Foroudi was a Co-Founder and Managing Director of Foroudi Consultancy. He was 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.