Summary of Brandscapes

Architecture in the Experience Economy

MIT Press, more...

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Brandscapes book summary
Get sexy or fail. In the experience economy, you need a seductive brand to succeed.

Rating

8 Overall

7 Applicability

8 Innovation

8 Style

Recommendation

The mall where you shop, the coffee shop where you take your breaks, the museum that you visit – wherever you go, you are walking through a “brandscape,” or branded world. Anna Klingmann describes this aesthetic experience in her eye-opening study of branding in all its forms, with a special focus on architecture. Offering a unique perspective, Klingmann breaks down the strategy behind well-known brands such as Disney, Apple and Starbucks. She also parses the experiences that brandmakers create everywhere from cruise ships to casinos to that “urban entertainment district” where you might have suffered your latest attack of brand overload. Klingmann’s text meanders at times, yet her trenchant analysis is rewarding. getAbstract recommends this book to anyone seeking a perceptive analysis of branding strategies – with an unusual recognition of how architecture and landmarks serve to generate a brand image.

In this summary, you will learn

  • How branding has become a cultural force
  • How branding extends into the realm of architecture
 

Summary

Brands and the “Aura of Meaning”
Branding is crucial in the modern economy. People increasingly identify with brands and interpret products, places and other individuals based on them. Moreover, branding has become a dominant force in world culture. Branding doesn’t rely just on the ephemera...
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About the Author

Architect and critic Anna Klingmann is principal of a branding agency. Her articles have appeared in AD Magazine, Architecture d’Aujord’hui and other publications.


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