Corporate branded spaces: A glance at today’s diversity and some historic origins

Abstract

Corporate branded spaces as an integral part of corporate marketing communication increasingly contribute to the perception and image of a corporate brand. By providing brand experiences in unique environments, they make the visitors “hold some favorable, strong, and unique brand associations in memory” (Keller 1993: 2) and help to create and maintain a brand’s equity. However, branding such unique environments or spaces is a challenge. It is more complex than the usual branding process since the financial investment is often enormous, target groups are heterogeneous and there are many parties involved, and more stakeholders’ requirements to be considered like owners/investors, architects, designers, operators, professional users or visitors.