APEC 491 Architectural Branding

This seminar intends to analyze current trends in marketing and design through studying current media sources related to marketing, branding, advertising, culture and global consumerism, in order to gain a better understanding of the role of marketing in our everyday lives, and the active role that brands play in our society iconic vs. themed, authentic vs. simulated. Branding extends far beyond products to incorporate individual identity, personal and shared experiences, and the contemporary urban landscape. Products, communications, and environments speak to and influence lifestyles and identity. Marketing professionals, designers and architects infuse products and their spatial extensions with value. They connect with the consumer through strategies that utilize research, analysis, design and communication tools.