Corporate Architecture: Building A Brand

Authors include: Alejandro Bahamón, Ana Cañizares and Antonio Corcuera.

How the fashion, banking, automotive, and telecommunications industries use architecture as a tool of marketing strategy.

A brand is much more than the product or service that it represents -- it is a whole imaginary world custom-made 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 characterized by bold design approaches, surveyed in this sweeping study.