1st Edition

Corporate Brand Design
Developing and Managing Brand Identity

ISBN 9780367515027
Published September 30, 2021 by Routledge
282 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


Pantea Foroudi

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

Mohammad Mahdi Foroudi, Flora Mahdavi, and Pantea Foroudi

Part II: Corporate Brand Signature Management

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

Pantea Foroudi and T. C. Melewar

4. Corporate Brand Signature: Image and Reputation

Pantea Foroudi and Flora Mahdavi

Part III: Corporate Architecture Design

5. Corporate Architecture Design Management

Mohammad Mahdi Foroudi, Mohammad Foroud Foroudi, and Pantea Foroudi

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

Mohammad Mahdi Foroudi, Mohammad Foroud Foroudi, and Pantea Foroudi

7. Corporate Architecture Design, Corporate Identity, and Identification

Mohammad Mahdi Foroudi, John M. T. Balmer, and Pantea Foroudi

Part IV: Corporate Brand Website Design

8. Corporate Brand Website Design Management

Pantea Foroudi, Mohammad Mahdi Foroudi, and Elena Ageeva

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

Pantea Foroudi, Mohammad Mahdi Foroudi, and Elena Ageeva

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: Exploring the sensuality of taste as a marketing strategy

Dongmei Zha

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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.