Corporate architecture
Corporate architecture is an architectonic discipline which focuses on designing and constructing buildings, spaces or environments with the aim of meeting the needs of a business community (a corporation). It is a physical expression of a company's corporate image and plays a role in the perceptions and behaviours of customers and employees.[1]
Principles and Strategies[]
Corporate architecture can contribute to a firm’s corporate heritage by creating distinct symbols which aid in the transformation of a generic brand into an iconic one.[2] The continuous use and pursuit of specific architectural features can imbue a company with “heritage distinctiveness” if it has continued to exist over many years[3]
References[]
- ^ Foroudi, M. M., Foroudi, P. (2021). Corporate Brand Design: Developing and Managing Brand Identity. Routledge.
- ^ Bargenda, Angela (2015-06-01). "Corporate heritage brands in the financial sector: The role of corporate architecture". Journal of Brand Management. 22 (5): 431–447. doi:10.1057/bm.2015.16. ISSN 1479-1803.
- ^ Balmer, John M.T. (2013-08-02). Balmer, John (ed.). "Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them?". Corporate Communications: An International Journal. 18 (3): 290–326. doi:10.1108/CCIJ-05-2013-0031. ISSN 1356-3289.
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