Brand and branding identification in professional activity of architect

Authors

DOI:

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

Keywords:

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

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

Author Biography

Marina Pominchuk, Kharkiv National University of Civil Engineering and Architecture Sumska str., 40, Kharkiv, Ukraine, 61002

Assistant

Department of Architectural Fundamentals 

References

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Published

2017-07-31

Issue

Vol. 7 (2017)

Section

Architecture

License

Copyright (c) 2017 Marina Pominchuk

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