DOI: https://doi.org/10.15587/2313-8416.2017.107557

Brand and branding identification in professional activity of architect

Marina Pominchuk

Abstract


The article classifies the definitions of brand and lists its structural components. Branding in architecture is considered in three aspects: in the field of commercial real estate, architect – brand, and city branding. Branding in the field of commercial real estate requires the most attentive attitude to the brand on the part of the architect. The phenomenon of "architect - brand" is interesting from a social point of view. City branding is seen in the European experience


Keywords


brand; branding; architectural design; individualization; identity; brand conception; city branding; globalization

References


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