都市開発における建築デザインにブランド戦略を活用する試み渋谷桜丘再開発でのスタディ

Translated title of the contribution: Applying brand marketing to architectural design in urban development: Study for Shibuya Sakuragaoka redevelopment

Chieko Aoki, Nobuaki Furuya

Research output: Contribution to journalArticle

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 contributionApplying brand marketing to architectural design in urban development: Study for Shibuya Sakuragaoka redevelopment
Original languageJapanese
Pages (from-to)278-283
Number of pages6
JournalAIJ Journal of Technology and Design
Volume26
Issue number62
DOIs
Publication statusPublished - 2020 Feb

ASJC Scopus subject areas

  • Architecture
  • Building and Construction

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