Styling the corporate heritage brand: identity building through architectural design

Angela Bargenda ()
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Angela Bargenda: OMNES Education

Journal of Brand Management, 2023, vol. 30, issue 2, No 3, 116-128

Abstract: Abstract The article explores the relationship between corporate architecture and corporate heritage brand identity. It scrutinises the process by which architectural design enacts an idiosyncratic architectural style by mobilising resources from organisational, cultural and social heritage. In addition to desktop research, including interdisciplinary resources, an empirical case study of bank buildings in France is used to develop the argument. The data collection includes two personal interviews with bank managers and on-site guided visits of landmark buildings. The data are triangulated by supplemental company material and archival research. The notion of architectural heritage conduits is introduced to discuss the findings. The original contribution of the article consists in exploring the architectural features that materialise organisational identity, whilst drawing on social, cultural and artistic heritage. The implications for managers and practitioners suggest that the creation of a sui generis architectural style repertoire differentiates the corporate heritage brand in a competitive environment.

Keywords: Architectural heritage design; Corporate heritage brand identity; Design management; Bank architecture; Architectural heritage conduits (AHC); Brand style (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41262-023-00315-y

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