This book offers a unique and comprehensive exploration of the relationship between companies, their brand design and their stakeholders. Readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand.
This book offers a unique and comprehensive exploration of the relationship between companies, their brand design and their stakeholders. Readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand.
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.
Inhaltsangabe
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
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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