Architecture as brand: store design and brand identity
| DOI | https://doi.org/10.1108/10610421011085749 |
| Pages | 432-439 |
| Published date | 21 September 2010 |
| Date | 21 September 2010 |
| Author | A.E. Kirby,A.M. Kent |
| Subject Matter | Marketing |
Architecture as brand: store design and
brand identity
A.E. Kirby and A.M. Kent
Faculty of Media, London College of Communication, University of the Arts London, London, UK
Abstract
Purpose – The aim of this paper is to examine the relationship between the architecture of retail stores and the communication of brand identity.
Design/methodology/approach – The researchers adopted a qualitative approach using case studies of the design process and architecture of four
new food superstores in the UK between 1998 and 2005. The case studies draw on interviews, photographs, observations, and archival materials.
Findings – The case studies demonstrate that high-profile architects have been involved in the design of supermarket buildings. The reuse of buildings
has also become a significant element of visual identity at a local level. “Stealth” design, by contrast, reduces visual identity. In each case the
relationship between retailer, architect, local authority,media and public opinion influenced the design process and the visual identity of the building.
Research implications – The research implications are that architecture is not well understood in the retail industry as a medium for communicating a
consistent brand identity. Fordesigners and architects, building as brand for superstores presents opportunities to create a distinctive brand st yle.Urban
regeneration will continue to offer opportunities for new, iconic buildings.The building, its location and history can provide points of differentiation and
contribute to brand awareness and reputation.
Originality/value – The originality of this research lies in its interdisciplinary approach, which uses both design and management literature and
methodology to examine architecture’s role in visual identity. It focuses on the previously unresearched architecture of food retailers.
Keywords Brands, Corporate identity, Design, Architecture
Paper type Case study
An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
The aim of this paper is to examine the relationship between
the architecture of retail stores and the communication of
brand identity. The relationship between visual corporate and
brand identity is a complex one (Balmer and Gray, 2003).
Visual identity is defined by Balmer (2001, 2006, p. 5) as “the
creation of favourable public images via visual means”
through logos and symbolism. With this approach,
communication and image-projection are “traditionally
underpinned by a graphic design perspective”. Olins (1995)
is generally cited as the chief proponent of the “primacy of
design” as the principle vehicle for corporate identity.
In establishing the relationship between corporate identity
and corporate branding, Balmer (2006, 2008) proposes that
the corporate brand is based on the foundations of corporate
identity and consequently, corporate identity and corporate
branding display an overlap of constructs (Knox and
Bickerton, 2003; Stokes, 2008). Vaux Halliday and Kuenzel
(2008) explain external communications as positively
impacting on the prestige of the corporate brand through its
visibility and reputation. The corporate brand has a
competitive differentiation function (Leitch and Richardson,
2003) in which identity is a key aspect of communication
(Knox and Bickerton, 2003). Where corporate visual identity
is defined by corporate name, logotype or symbol, typography
and colour (Melewar, 2001; Melewar and Saunders, 1999),
so in corporate branding, visual identity is normally the
crucial name and/or logo that play an important part in
creating awareness and recognition (Balmer and Greyser,
2006). Furthermo re, the brand integrates a com pany’s
stakeholders by creating a common ground and a sense of
community (Hatch and Schultz, 2001; Balmer and Gray,
2003). Its identity forms part of how it is “known” as well as a
stable point of reference for customers (Alsem and Kostelijk,
2008).
Architecture and location tends to be under-represented in
these research perspectives (Melewar and Jenkins, 2002;
Melewar and Akel, 2005). Jorda-Albinana et al. (2009) cite
AEG and Olivetti in Italy as the pioneers in identity design for
the formal and coherent design for their buildings,
advertising, products and sales outlets. Architecture reflects
the brand in the consistency of its design a nd visual
appearance. For retailers these distinctions are particularly
important, since retail identity is communicated in and
experienced through their stores, both internally and
externally (Din, 2000).
From an architectural perspective buildings have been
understood to symbolise good taste, power, and status
through the attention paid to the identity of the architect
(Berg and Kreiner, 1990). The environment of architecture
and brand identity has been examined in terms of prestige
corporate buildings, particularly in the financial, corporate
headquarters and public institutional realms (Brauer, 2002).
Corporate identity has provided a clear focus for many
commercial architectural projects (Kelly, 2003) and with the
rise of consumption in the 1980s and 1990s, commercialism
The current issue and full text archive of this journal is available at
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Journal of Product & Brand Management
19/6 (2010) 432–439
qEmerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610421011085749]
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