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    TCOGB Brand

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    Mmm
    This document discusses how to turn a building project into a brand. It notes that developing a brand can help with identification, differentiation, attraction, competition, recognition, success, and business. A brand can come from either buildings themselves or the architecture of buildings. Landmark buildings that become brands are often defined by their quality, singularity, or difference from other buildings. The document provides tips for developing complementary branding elements like names, lighting, and narratives to support the overall brand identity of a building project.

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    TCOGB Brand

    Uploaded by

    Mmm
    24 views45 pages
    This document discusses how to turn a building project into a brand. It notes that developing a brand can help with identification, differentiation, attraction, competition, recognition, success, and business. A brand can come from either buildings themselves or the architecture of buildings. Landmark buildings that become brands are often defined by their quality, singularity, or difference from other buildings. The document provides tips for developing complementary branding elements like names, lighting, and narratives to support the overall brand identity of a building project.

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    This document discusses how to turn a building project into a brand. It notes that developing a brand can help with identification, differentiation, attraction, competition, recognition, success, and business. A brand can come from either buildings themselves or the architecture of buildings. Landmark buildings that become brands are often defined by their quality, singularity, or difference from other buildings. The document provides tips for developing complementary branding elements like names, lighting, and narratives to support the overall brand identity of a building project.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    24 views45 pages

    TCOGB Brand

    Uploaded by

    Mmm
    This document discusses how to turn a building project into a brand. It notes that developing a brand can help with identification, differentiation, attraction, competition, recognition, success, and business. A brand can come from either buildings themselves or the architecture of buildings. Landmark buildings that become brands are often defined by their quality, singularity, or difference from other buildings. The document provides tips for developing complementary branding elements like names, lighting, and narratives to support the overall brand identity of a building project.

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    of 45

    How to turn your building project into a brand?

    The City of Green Buildings 2017

    Arch. Șerban Țigănaș PhD, OAR, president, Assoc. prof. FAU / UTCN
    1. Why looking for a brand?
    • Identification
    • Difference
    • Attraction
    • Competition
    • Recognition
    • Success
    • Ego
    • Business
    2. Brand of buildings / brand by buildings?
    • Building for Gods
    • Building for their representatives on earth
    • Building for the powerful
    • Building for everybody
    • Few architecture
    • Partial architecture
    • Different quality architecture
    3. Brand = landmark
    • Heritage
    • Denkmal
    • Patrimoine
    • Monument
    • Landmark
    4. What makes buildings architecture a landmark?
    • Quality
    • Quantity
    • Difference
    • Singularity
    5. Interference and protection
    • Buffer zones
    • Silhouette preservation
    • Anonymity requested
    • Materials imposed
    • Volumetric limitation
    6. The Edifice Complex
    7. Starhitects
    8. The new landmarks of sustainability
    30 years …
    9. Complementary marks
    • The names of the houses
    • The light
    • The narratives
    10. Conclusions and advices
    • Only good architecture is sustainable
    • Architecture is very much about replacement, substitution
    • Design with relevance
    • Build responsible
    • The value of architecture is the brand
    Thank you!

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