Combining Brand Theory with Space and Atmosphere Theory

Abstract

Brand theory and practice have remained quite two-dimensional to this day and focus on logos, corporate design, website design, etc. As with atmospheres, it was the sales room where the brand idea was spatialised early on. This chapter discusses how to spatialise brand theory and to connect it with the place atmosphere model. Moreover, the chapter works out how the bridge between the strategy of an organisation (company, hotel, destination, etc.), its brand personality and the strategy of spatial design can be built. The brand personality shows itself in the long-term handling of the eight W questions of the brand space strategy (Who, Where, Wherein, What, Whom, Way to, What for and Why).

Citation

Pfister, D. (2019), "Combining Brand Theory with Space and Atmosphere Theory", Volgger, M. and Pfister, D. (Ed.) Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Advances in Culture, Tourism and Hospitality Research, Vol. 16), Emerald Publishing Limited, Leeds, pp. 119-136. https://doi.org/10.1108/S1871-317320190000016015