Includes bibliographical references and index.

Zawiera: Cover -- Half Title -- Endorsement -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Contributors -- Introduction -- Part I Introduction to Corporate Brand Design Management -- Chapter 1 The Emergence, Development, and Changing Uses Of Corporate Brand Design, 1760 to Date -- Introduction -- Research Background -- Conclusion -- References -- Chapter 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 -- Chapter 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 -- Chapter 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 -- Chapter 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 -- Chapter 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 -- Chapter 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 -- Chapter 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 -- Chapter 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 -- Chapter 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 -- Experience Versus Satisfaction -- Experience Versus Attitude -- Experience Versus Emotion -- Solutions and Recommendations -- 'Experience' in Marketing: How to Conceptualise It? -- Future Research Directions -- Conclusion -- Key Terms and Definitions -- Note -- References -- Chapter 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.

Chapter 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 -- Chapter 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 -- Chapter 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 -- Chapter 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.

Streszczenie: "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"-- Provided by publisher.

Mohammad Mahdi Foroudi is Founder and Managing Director of Foroudi Consultancy. Heis 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.