Purposeful formation of the image of an architectural object based on a co-branding marketing strategy

Abstract

Purposeful formation of the image of an architectural object based on a co-branding marketing strategy

Gorgorova Ju.V.

Incoming article date: 27.11.2022

Co-branding contributes to the creation of more successful products. Purposeful formation of the image of an architectural object, that is, its brand, consists of three parts. Its creation involves the brand of the organization or organizations located in the building, the brand of the author or authors of the project, and the brand of the place. These three components can manifest themselves in different ways in an architectural object. Studying the issues of joint branding of architectural objects and understanding this process is important not only for architects and developers, but also for other professionals. The realization of the possibilities hidden in this area contributes to the creation of a holistic image of an architectural object.

Keywords: building image, place brand, building brand, architecture, co-branding, logo, trademark