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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.
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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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