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ETD Abstract Container

Abstract Header

BRANDING BUILDINGS: CREATING AN ARCHETYPE DERIVED FROM PRODUCT EXPERIENCE

HAYES, RYAN C.
http://rave.ohiolink.edu/etdc/view?acc_num=ucin1116015205

Abstract Details

2005, MARCH, University of Cincinnati, Design, Architecture, Art and Planning : Architecture (Master of).
Market research indicates that successful companies establish an iconic product offering and communicate it to customers. This tactic is known as branding. Branding strategies create “objects of adoration” that seduce the public into identifying and purchasing a given product or service. As branding becomes ubiquitous in the 21st century, companies strive to transcend their brands into higher economic offerings that provide renewed sources of differentiation. This has resulted in brand-based experiences. Nowhere are the opportunities for experience-based branding more evident than in architecture. Tomorrow’s architecture will be integrated seamlessly into the marketing process. As Venturi suggested with his analogy of the duck and the decorated shed, the formal design response to experience should explicitly be derived from the brand identity, not merely a representation of it. Through the immersion of architectural design with established branding strategies, companies will be able to stage meaningful experiences that create personal consumer connections by appealing to our innate sensorial, emotional, cognitive, and behavioral capacities. This project will demonstrate that symbiosis can exist between a company’s brand identity and its physical structure, producing an architecture that advances the modern business environment and the perpetuates design which is sensitive to human needs.
Barry Stedman (Advisor)
115 p.
Architecture
Experiential Marketing; Branding; Economic Offerings; Nike; Skyscraper

Recommended Citations

Citations

  • HAYES, R. C. (2005). BRANDING BUILDINGS: CREATING AN ARCHETYPE DERIVED FROM PRODUCT EXPERIENCE [Master's thesis, University of Cincinnati]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1116015205

    APA Style (7th edition)

  • HAYES, RYAN. BRANDING BUILDINGS: CREATING AN ARCHETYPE DERIVED FROM PRODUCT EXPERIENCE. 2005. University of Cincinnati, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ucin1116015205.

    MLA Style (8th edition)

  • HAYES, RYAN. "BRANDING BUILDINGS: CREATING AN ARCHETYPE DERIVED FROM PRODUCT EXPERIENCE." Master's thesis, University of Cincinnati, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1116015205

    Chicago Manual of Style (17th edition)

ucin1116015205
1,953
© 2005, all rights reserved.
This open access ETD is published by University of Cincinnati and OhioLINK.