Corporate Architecture
Building a Brand

A brand is much more than the product or service that it represents - it is a whole imaginary world custom-built for the target consumer and it often has little to do with what is being sold. This book explores how the fashion, banking, motor and telecommunications industries use architecture as a marketing tool.

This book explores how the fashion, banking, motor and telecommunications industries use architecture as a marketing tool. A brand is much more than the product or service that it represents - it is a whole imaginary world custom-built for the target consumer and it often has little to do with what is being sold. Competition has given rise to a new class of buildings, designed by top architects and characterised by bold design approaches, surveyed in this sweeping study.

The buildings featured include: Borkener Volksbank, Borken
Caja de Granada, Granada
ING, Amsterdam and Budapest
Nord/LB, Hanover and Magdeburg
FIH, Copenhagen
Sampension, Copenhagen
VP Bank, Triesen
J. VAN BREDA, Antwerp
KfW, Frankfurt
Telefonica, Toledo and Madrid
TMobile, Vienna
Dogan Media Group, Ankara
KPN, Rotterdam and Amsterdam
Vodafone, Lisbon
Google, Zurich
Bugatti, Molsheim
Mercedes-Benz, Salzburg and Stuttgart
Renault, Paris
Ferrari, Rome and Maranello
Volkswagen, Wolfsburg and Dresden
CitroA"n, Paris
BMW, Leipzig and Munich
and MINI, Madrid.