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|
|Number of pages||6|
|Journal||AIJ Journal of Technology and Design|
|Publication status||Published - 2020 Feb|
ASJC Scopus subject areas
- Building and Construction