Combining Brand Theory with Space and Atmosphere Theory
Series
Advances in culture, tourism and hospitality research
ISBN
9781838670719
Type
book section
Date Issued
2020
Author(s)
Abstract (De)
Brand theory and practice have remained quite two-dimensional to this day and
focus on logos, corporate design, website design, etc. As with atmospheres, it was
the sales room where the brand idea was spatialised early on. This chapter discusses
how to spatialise brand theory and to connect it with the place atmosphere
model. Moreover, the chapter works out how the bridge between the strategy of
an organisation (company, hotel, destination, etc.), its brand personality and the
strategy of spatial design can be built. The brand personality shows itself in the
long-term handling of the eight W questions of the brand space strategy (Who,
Where, Wherein, What, Whom, Way to, What for and Why).
focus on logos, corporate design, website design, etc. As with atmospheres, it was
the sales room where the brand idea was spatialised early on. This chapter discusses
how to spatialise brand theory and to connect it with the place atmosphere
model. Moreover, the chapter works out how the bridge between the strategy of
an organisation (company, hotel, destination, etc.), its brand personality and the
strategy of spatial design can be built. The brand personality shows itself in the
long-term handling of the eight W questions of the brand space strategy (Who,
Where, Wherein, What, Whom, Way to, What for and Why).
Language
English
HSG Classification
contribution to scientific community
Book title
Atmospheric Turn in Culture and Tourism. Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding
Publisher
Emerald
Publisher place
Bingley
Number
16
Start page
119
End page
136
Pages
18
Subject(s)
Division(s)
Eprints ID
259265
File(s)![Thumbnail Image]()
open.access
Name
Pfister_Atmospheric Turn 9_2020.pdf
Size
477.24 KB
Format
Adobe PDF
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