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

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書誌事項

タイトル別名
  • APPLYING BRAND MARKETING TO ARCHITECTURAL DESIGN IN URBAN DEVELOPMENT : STUDY FOR SHIBUYA SAKURAGAOKA REDEVELOPMENT
公開日
2020-02-20
DOI
  • 10.3130/aijt.26.278
公開者
一般社団法人 日本建築学会

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説明

<p>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.</p>

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