Architectural Branding has become the new buzz word of the architectural industry during the last decades and rightfully so, since architecture becomes an expression of the newly developed experiential brands. So, for those of you that never pictured architecture walking hand n hand with marketing… well… think again.
Despite our increasingly virtual world, we still need physical buildings to establish personal relationships with brands and architecture plays a vital role in this equation by not only confine customer experience, but also define it.
Architectural branding adds significant value when the building is in line with the other aspects of branding, making the overall effect greater than the sum of its parts. The built environment holds a powerful ability to convey strong visual and audio messages, as well as influence action and emotion. While there are many factors that influence buying decisions, like, convenience, location and price, architecture also influences choices about the product or service. Architectural Branding is a strong influential instrument of communicating brand elements keeping in mind the consumer demographics, psychographics and behavioural aspects. It covers Architectural elements and concepts blending it with design space and interior designing. Architectural Branding is a connection between architecture and consumer psychology which would create a predominant distinguishing factor.
Architecture, the exterior & interior design of buildings—has to, and can, mirror brand values such as high-tech orientation, openness, competitiveness, sportiness.
The 4P’s have been extended to 7P’s namely: Price, Place, Promotion, People, Physical Evidence and Process. Architectural Branding is an important element of Physical Evidence very strongly prevailing in International Brands e.g. Calvin Klein, Nike town, D&G, Prada etc.
With the changing Indian Market scenario and customer awareness Indian Brands have now realised to incorporate the culture of Architectural Branding as an important brand element. Possibly Brands like Colour Plus, Wills Lifestyle, Sepia also are trying to incorporate the concept of Architectural Banding. Therefore through an exploratory research on the related topics of branding it was felt that architectural branding will help us in the long run in the industry and would widen our horizon of knowledge.
Down the line I felt that this concept would be taught to us in our course curriculum of Fashion Management. Through this topic of Architectural Branding we would get to learn about basics of Architecture, Interior Design and Design Space and relating these subjects to the Market Research and Consumer Behaviour.
❖ Introduction to Architectural Branding
❖ Concepts of Architecture
• Types of Structure
❖ Architecture in Retail
• Interior Design
• Store Layout, Design & Fixtures
• Flooring etc
❖ Effect of Architecture on Consumer Psyche
A) Types of Data:
❖ Primary Data Collection:
Data collected first hand by the researcher himself is called Primary Data. Since the concept of Architectural Branding is very new to Indian brands , a limitation of this research is the lack of awareness and information available on Indian brands about the concept researched.
❖ Secondary Data Collection:
The topics to be covered under secondary data are: • Architectural Branding
• Architectural Concepts
• Architecture in Retail
• Interior design
• Effect of Architecture on Consumer Psyche: Case studies of International Brands like Prada and Nike town.
B) Data Collection Techniques:
Primary data is collected through...