Abstract
Brand building and marketing are known effective value creation means for companies and businesses. This paper reports on the innovative application of such brand building methods (Brand Value Creation) in a large scale redevelopment project for Shibuya Sakuragaoka, and provides an assessment of its benefits: the architecture becomes distinctive brand symbols, achieving synergies with other brand marketing symbols, and delivers higher income and return on investment by delivering higher customer value.
| Translated title of the contribution | Applying brand marketing to architectural design in urban development: Study for Shibuya Sakuragaoka redevelopment |
|---|---|
| Original language | Japanese |
| Pages (from-to) | 278-283 |
| Number of pages | 6 |
| Journal | AIJ Journal of Technology and Design |
| Volume | 26 |
| Issue number | 62 |
| DOIs | |
| Publication status | Published - 2020 Feb |
ASJC Scopus subject areas
- Architecture
- Building and Construction