Выявление бренда и брендинга в профессиональной деятельности архитектора
DOI :
https://doi.org/10.15587/2313-8416.2017.107557Mots-clés :
бренд, брендинг, архитектурное проектирование, индивидуальность, идентичность, бренд-концепция, брендинг города, глобализацияRésumé
В исследовании производится классификация определений бренда и перечисляются его структурные составляющие. Брендинг в архитектуре рассматривается в трех аспектах: в сфере коммерческой недвижимости; архитектор – бренд; брендинг города. Брендинг в сфере коммерческой недвижимости требует наиболее внимательного отношения к бренду со стороны архитектора. Феномен «архитектор – бренд» интересен с социальной точки зрения. Городской брендинг рассмотрен на европейском опыте
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