The significance of architecture in shaping brand perception

Abstract

Architecture has become an important catalyst of processes that influence establishing a relationship and trust between the user, that is, the consumer and the brand. Brand recognition directly affects consumers purchasing decisions. Consumers will prefer purchasing a brand they recognize rather than the one they do not. Once inside a branded space, the user becomes part of the brand and is familiarized with its ideology on a physical, emotional and intellectual level. The paper hypothesizes that architecture has the ability to create a branded atmosphere that is not dependent on graphic symbols. It aims to answer the question: what constitutes a space as branded, specifically investigating whether any area that includes a logo can be classified as such. The paper will show whether the consumer can recognize the branded space once all the inscriptions and symbols of the company are removed. The research was conducted on a sample of fifteen respondents. The results of the paper indicate the importance of architecture as a participant in establishing brand identity. Additionally, the research offers valuable insights into how users perceive branded spaces, providing architects with guidance on incorporating effective design practices.