Corporate Brand Design Developing and Managing Brand Identity 1st Edition by Foroudi Mohammad Mahdi, Pantea Foroudi ISBN 9781000459067 1000459063

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ISBN 10: 1000459063
ISBN 13: 9781000459067
Author: Foroudi Mohammad Mahdi, Pantea Foroudi

Corporate Brand Design Developing and Managing Brand Identity 1st Edition Table of contents:

PART I INTRODUCTION TO CORPORATE BRAND DESIGN MANAGEMENT

1 THE EMERGENCE, DEVELOPMENT, AND CHANGING USES OF CORPORATE BRAND DESIGN, 1760 TO DATE

Introduction

Research background

Conclusion

References

2 CORPORATE BRAND DESIGN MANAGEMENT FROM DIFFERENT PERSPECTIVES

Introduction

Background to corporate brand design management

Perspective 1: Graphic design – visual and verbal cues

Perspective 2: Integrated communication approach

Perspective 3: Organisational approach

Perspective 4: Marketing paradigm

Perspective 5: Interdisciplinary/multi-disciplinary approach paradigm

Conclusion

Key terms and definitions

Acknowledgement

References

PART II CORPORATE BRAND SIGNATURE MANAGEMENT

3 CORPORATE BRAND SIGNATURE MANAGEMENT: LOGO, DESIGN, TYPEFACE, AND COLOUR

Introduction

Background to corporate brand signature management

Corporate brand signature concept

The elements of the corporate brand signature

Corporate brand typeface

Corporate brand colour

Corporate brand design

Corporate brand name

Conclusion

Key terms and definitions

References

4 CORPORATE BRAND SIGNATURE: IMAGE AND REPUTATION

Introduction

Background to corporate brand image and reputation

Corporate image concept

The corporate reputation concept

Corporate brand design, corporate image, and corporate reputation

Conclusion

Key terms and definitions

References

PART III CORPORATE ARCHITECTURE DESIGN

5 CORPORATE ARCHITECTURE DESIGN MANAGEMENT

Introduction

Background to corporate architecture design management

Architecture management construct

Defining the architecture concept

Architecture and decor and artifacts/symbolic artifacts

Architecture and spatial layout and functionality/physical structure

Architecture and ambient conditions/physical stimuli

Conclusion

Key terms and definitions

References

6 CORPORATE ARCHITECTURE DESIGN AND HUMAN FACTORS, NEEDS, AND PERFORMANCE

Introduction

Background to corporate architecture design and human factors, needs, and performance

Architecture and the human factor

Architecture as an expression of social, economic, and technological realities

Architecture and human performance

Architecture and human needs

Architecture and aesthetic

Architectural perception and assessment

Architecture, human behaviour, and attitudes towards the corporation

Architecture and corporate communication

Architecture and corporate image

Conclusion

References

7 CORPORATE ARCHITECTURE DESIGN, CORPORATE IDENTITY, AND IDENTIFICATION

Introduction

Background to corporate architecture design, corporate identity, and identification

Corporate identity and architecture relationships

Corporate identity and identification relationships

Architecture and identification relationships

Corporate identity dimensions and architecture dimensions relationships

Corporate visual identity and architecture

Philosophy, mission, value, and architecture

Communication and architecture

Conclusion

Key terms and definitions

References

PART IV CORPORATE BRAND WEBSITE DESIGN

8 CORPORATE BRAND WEBSITE DESIGN MANAGEMENT

Introduction

Background to corporate brand website design management

Corporate brand website design favourability concept

The elements of corporate brand website design favourability

Navigation

Visual

Information

Usability

Customisation

Security

Availability

Website credibility

Customer service

Perceived corporate social responsibility

Perceived corporate culture

Conclusion

Key terms and definitions

Acknowledgement

References

9 CORPORATE BRAND WEBSITE DESIGN, IMAGE, IDENTIFICATION, AND LOYALTY

Introduction

Background to corporate brand website design, image, identification, and loyalty

Corporate website favourability and corporate image

Corporate image and corporate reputation

Corporate reputation and consumer–company identification

Consumer–company identification and loyalty

Corporate website favourability, satisfaction, and image

Corporate website favourability, attractiveness, and image

Conclusion

Key terms and definitions

Acknowledgement

References

PART V CORPORATE BRAND SENSUALITY

10 EVOLUTION OF BRANDING: TOWARDS AN HISTORICAL UNDERSTANDING OF THE CONCEPT BRANDING, EXPERIENCE, AND SENSES

Introduction

Background

The emergence of ‘branding’: A snapshot from 1920s to 1960s

The emergence of ‘experience’ in marketing

Background

An introduction to the concept of ‘experience’

The emergence of ‘experience’ in marketing

Solutions and recommendations

‘Experience’ in marketing: How to conceptualise it?

Future research directions

Conclusion

Key terms and definitions

Note

References

11 EVOLUTION OF SENSES: FROM NO-NONSENSE ERA TO THE RISE OF SENSORY MARKETING

Introduction

Background

From no-nonsense era to the rise of sensory marketing

1929–1970: No-nonsense era

1970–1990: The rise of advertisements

1990 to date: The rise of sensory marketing

Future research directions

Key terms and definitions

References

12 SENSORY MARKETING: ENVIRONMENTAL PSYCHOLOGY THEORY APPROACH

Introduction

Background

Environmental pyschology theory and S-O-R framework

Issues, controversies, problems

Future research directions

Key terms and definitions

References

13 SENSORY MARKETING: VISUAL CUES AND AUDIAL CUES

Introduction

Visual cues: Background

Practical approach to visual cues

Audial cues: Background

Practical approach to audial cues

Key terms and definitions

References

14 SENSORY MARKETING: OLFACTORY CUES AND HAPTIC CUES

Introduction

Olfactory cues: Background

Literature review

Haptic cues: Background

Literature review

Practical applications

Olfactory cues

Haptic cues

Key terms and definitions

References

15 GUSTATIVE SIGNATURES AS CORPORATE BRAND IDENTIFIERS: EXPLORING THE SENSUALITY OF TASTE AS A MARKETING STRATEGY

Introduction

Background

Gustative signatures

The mouth/brain relationship

Sensorimotor sensations

Olfactory sensations

Oral haptic sensations

Chemo-sensations

The taste/flavour relationship

Discussion

Gustative sensuality and product consistency

Gustative sensuality and customer experience

Gustative sensuality and the consumption environment

Auditory cues

Visual cues

Tactile cues

Social cues

Sensuality and place identity

Conclusion

Key terms and definitions

References

INDEX

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