Applying brand marketing to architectural design in urban development: Study for Shibuya Sakuragaoka redevelopment

Abstract

Brand building and marketing are known effective value creation means for companies and businesses. This paper reports on the innovative application of such brand building methods (Brand Value Creation) in a large scale redevelopment project for Shibuya Sakuragaoka, and provides an assessment of its benefits: the architecture becomes distinctive brand symbols, achieving synergies with other brand marketing symbols, and delivers higher income and return on investment by delivering higher customer value.