programme

Programme

BRANDED SPACESInternational Conference

on Contemporary Branding

15 - 16 September 2011 Karlsruhe | Germany

Dear participants,

This is Karlshochschule International University’s second conference, dedica-ted to the spatial dimension of brands.

We have chosen to focus on this very interesting and contemporary topic because it provides a further cornerstone to our culturally based approach to

management and economics.

As stated in our mission statement, we believe that economic reality is constructed and staged by agents who attribute, interpret and negotiate sense and meaning. At the same time, economic interaction is shaped by cultural and social factors.

Karlshochschule attaches great importance to qualitative research methods, alongside quantitative research. Accordingly, Karlshochschule pursues an interpretative approach to economics.

Space and performance are core research areas for us at Karlshochschule. Hence, we are ex-tremely interested in hearing your views and specifi c contributions regarding branded spaces. We hope that this conference is the beginning of an ongoing debate and a lasting network. Therefore, I look forward to some lively, exciting and controversial discussions.

I wish you all an inspiring conference and enjoyable stay at our university.

Prof. Dr. Michael Zerr President Karlshochschule International University

Dear participants,

We would like to extend a warm welcome to everyone atten-ding our Branded Spaces Conference 2011 – an internatio-nal conference on contemporary branding.

We hope that you will gain some inspiring and interesting insights into the topic and enjoy your stay in Karlsruhe.

Brands have become an indispensable part of social life. We observe that brands have changed extensively and now occupy new fi elds. In this context, space is becoming more and more impor-tant; spaces are branded – brands constitute space. While brands were experienced primarily in two dimensions in the past, they are now pushing into three-dimensionality. Brands have also become indispensable in the emerging virtual spaces.

We planned this conference with the intention of providing an opportunity to present the explorative and applied status quo of branded spaces, to discuss the latest fi ndings of research and practice, and to network with researchers and practitioners from home and abroad. The broad selection of speakers will offer you multiple perspectives on branding. We have included some interactive and entertaining parts in our conference programme and hope that you will fi nd it a pleasant and inspiring experience.

We would like to thank all the participants, supporters, staff and student volunteers for their generous contributions that have made this event possible. We are delighted to have you here and look forward to spending a great conference together.

We hope you enjoy the Branded Spaces Conference and return home with a multitude of new ideas and impressions.

Prof. Dr. Louise Bielzer Prof. Dr. Stephan Sonnenburg Scientifi c Coordinator Scientifi c Coordinator

The Conference Concept

In our society and economy, the phenomenon “brand” has developed into a key issue – both in the-ory and practice. It is difficult to imagine social life without brands. We observe how brands have ra-dically transformed, occupying new fields. In this context, space has become increasingly important.

Brands must be considered with space in mind. Both scientists and practitioners are only in the very early stages of doing this. This is mainly because branded spaces can take very different shapes and forms, ranging from “brand lands” (e.g. company museums, permanent exhibitions or theme parks), “place brands” (e.g. tourist destinations, cities or regions), “store brands” (e.g. flagship stores, concept stores or outlets) to “themed and specialised branded spaces” (e.g. virtual and temporary branded spaces or 3D-branding).

In this context, several important questions have arisen: How are brands staged in space? How can branded spaces be designed? How do real and virtual spaces change the perceptions of stakeholders? How are branded spaces managed? What are the opportunities and risks for brands as regards space?

In order to discuss these issues at the conference, we have divided the talks into five tracks:

Architecture&Design

Culture&Society

Management&Process

Place&Destination

Virtuality&Beyond

The main objective of the conference (pre-conference day and conference days with open space, an innovative method of large group moderation) is to shed light on the exploratory and applied status quo of brands and space, to discuss the latest findings in research and practice and provide the participants from home and abroad with a platform for inter-disciplinary networking and exchange.

The open space workshop will, in particular, give participants the opportunity to work together inter-actively towards developing new ideas concerning brand building and brand management in space. It will be facilitated by experienced moderators, backed up by a team to ensure that everything runs smoothly, including infrastructural requirements and documentation. A conference proceeding will be published by the VS Verlag für Sozialwissenschaften (publishing house) following the conference.

Maryam Alirezaei

Dr. Melodena S. Balakrishnan

Hikmet Eldek

Prof. Dr. Werner Gronau

Michael Klein

Gerhard Mahnken

Andreas Rumpfhuber, PhD

Aida Esmaeilzadeh Seilabi

Seven Yücel

Dr. Sebastian Zenker

Pla

ce&

Dest

inati

on

Branded spaces in the context of spatial structu-res and built infrastructure are central to the catego-ry “Place&Destination”. Here, tourist destinations as brands within the meaning of the Bilbao-effect, but also issues of urban and regional marketing are dealt with. Destination identities and images are also discussed from different theoretical and practical perspectives.

Kathrin Cook

Thorsten Kadel

Dr. Sonja Kastner

Dr. Erica Liu

Prof. Yang Liu

Tateo Nakajima

Garyfalia Palaiologou

Hartwig Schönhart

Marc Schüling

Jan Specht

Prof. Dr. Antti Vihinen

Arc

hit

ectu

re&

Desi

gn

Several lectures of the track “Architecture&Design” deal with integrated brand communication and its de-sign implementation as well as with interactions with architecture and design of spaces. This idea is reflected by store brands like flagship stores, concept stores or outlets, when brand identities and images are commu-nicated and characterised by architecture and interior design.

Dr. Mohammad Refaat Abd-Elaal

Stefanie Leontiadis

Prof. Steven Miles, PhD

Florin Muresanu, PhD

Monica Muresanu

Dr. Reeman Rehan

Cult

ure

&S

ocie

ty

Cultural and social-scientific approaches to addres-sing branded spaces are offered by the speakers of the track “Culture&Society”. A possible cannibalising effect of branded spaces is discussed and the social percep-tion and contextuality of brands in space are critically reflected upon.

Prof. Dr. Bernd Ankenbrand

Prof. Dr. Thomas Bezold

Dr. Christoph Engl

Cathrin Loose

Managem

en

t&P

rocess

The speakers of the track “Management&Process” deal with developments, trends and challenges of strategic and operational management of branded spaces. This may – on the one hand – refer to infrastructures origi-nally designed for specific brands and – on the other hand – to spaces shaped ex post by brands and their economic evaluation. From a processural point of view, the influence of management processes on the design of branded spaces is discussed in particular.

Dr. Laura Baker

Dr. Sven Brodmerkel

Tilman Kunkel

Stefan Niemeyer

Prof. Dr. Markus F. Peschl

Prof. Ludger Pfanz

Dennis Schneider

Vir

tualit

y&B

eyo

nd

Branded spaces are increasingly becoming places of creativity and innovation development. The track “Virtuality&Beyond” focuses on the trends and chal-lenges of branded spaces, especially in times of social media and 3D. In their lectures, the speakers deal with the productive area of tension between real and virtual branded spaces.

Abd-Elaal, Dr. Mohammad RefaatAlirezaei, MaryamAnkenbrand, Prof. Dr. BerndBaker, Dr. LauraBalakrishnan, Dr. Melodena S.Bezold, Prof. Dr. ThomasBrodmerkel, Dr. SvenCook, KathrinEldek, HikmetEngl, Dr. ChristophGronau, Prof. Dr. WernerKadel, ThorstenKastner, Dr. SonjaKlein, MichaelKunkel, TilmanLeontiadis, StefanieLiu, Dr. EricaLiu, Prof. YangLoose, CathrinMahnken, GerhardMiles, Prof. Steven, PhDMuresanu, Florin, PhDMuresanu, MonicaNakajima, Tateo Niemeyer, StefanPalaiologou, Garyfalia Peschl, Prof. Dr. Markus F.Pfanz, Prof. LudgerRehan, Dr. ReemanRumpfhuber, Andreas, PhDSchneider, DennisSchönhart, HartwigSchüling, MarcSeilabi, Aida EsmaeilzadehSpecht, JanVihinen, Prof. Dr. AnttiYücel, SevenZenker, Dr. Sebastian

Index

of

Speakers

Branding Urban Spaces in Egypt. The Effect of Political Events in Branding Urban Space of “El Tahrir Square”

There are many elements that can affect and control branding urban spaces. In Egypt, the process of urban branding is connected, usually, with some fixed important factors as the historical factor. The old Islamic part of Cairo is an example. Recently, a new factor has appeared in Egypt as an important element in branding urban spaces. It is the political factor and its related national political movement in Egypt. The new revolution of “25th of January”, which has been connected with the urban space of “El Tahrir square”, has formulated this new relation between the urban space in Egypt and the political event. This relation has affected both the visual image and the brand image of the urban space of “El Tahrir square”, not only at the national level but also at the international level. Thus, “El Tahrir square” was transformed from a local typical visual image for the Egyptian urban space to a regional and international brand image for the urban space of liberty.In this realm, the research will discuss this relation between the political factors & events, and the branding process of urban spaces, with an analysis for the urban space of “El Tahrir square”. In con-clusion, the research defines the political factor as a new design constrain for branding any urban spaces in Egypt and the developing countries. In addition, the research will suggest some recom-mendations to deal with the new brand image of “El Tahrir square” in the future, according to the new urban branding factors.

Biography:

Mohammad Abd-Elaal was born in Cairo/Egypt. He is a lecturer at Architecture and Urban Planning Department, Faculty of Engineering, Suez Canal University. In 1997, he gained the Bachelor’s degree (BSc) in Architecture with Honour Degree, Cairo University. In 2002, he gained MSc of Engineering in Architectural Engineering: Town Planning, Cairo University. In 2008, he finished his PhD in Architec-ture, Stuttgart University. He had gained the practical experience through his work in many famous Egyptian architectural offices. He is a member of many professional societies in Egypt and Germany. In addition, he had received awards from the Architecture and Urban Design Group, Architectural Department, Cairo University, and the Egyptian Architects Society, Cairo.

Abd-Elaal, Dr. Mohammad Refaat M.

Suez Canal University/Egypt

Lecturer

15 September, 10:15 am, Culture&Society

Designing Branded Lands to Improve Place Image:The Case of Tehran Iranian International Park

The growing competition between cities and places to attract more attention, influences, markets, investments, businesses, visitors, residents, talent, and events occasioned thoroughly by the globali-sation procedures, which encouraged governments and authorities to consider the rapidly developed concept of city and place branding as an inevitable process of making great places. In view of this fact, decision makers are more likely to define branding projects considering making places become and remain competitive.Creating themed spaces as a way of making branded places not only provide values, but also as-sess as a controversially common method in making world class destinations. Providing people with unique experience of the place, which is distinct and also fulfills the need for variety makes two main spaces important: heritage places that relate to what is lost and fantasy worlds that introduces stories, which have never been experienced. A combination of these both extraordinary experiences in a themed landscape can introduce history of a place in a recreational way and therefore make a strong image for the space. New ideas for themed spaces that can improve image of the place and make developments a tool for improving cities is one of the challenges of professional urban design. Tehran as the capital of Iran, which is growing with a noticeable pace in physical, economical, soci-al dimensions has a distinctive place among Middle East’s capital cities. According to the vision of Tehran, which is aiming Tehran as a global city and world class destination, one of the common and newly found approaches, as described, would be branded places.The project of “Iranian Park” in the strategic gateway of the capital, aims to address the vision of the city by designing a new park as a destination. The park that is about 180 hectare designed to establish a themed space, which is a mixture of newly built historical landmarks of different parts of Iran and modern entertainment spaces in a fabulous context. So the paper discusses the process of designing such themed landscape from an urban design perspective. The design will be based on a great public participation in different levels. From the low income, low quality neighborhood to country’s thirty provinces. As a result this paper will show how substantially the park as a branded place will bring about considerable economic output by improving place image in local, national, and international levels.

Biography:

Education: MSc Urban Design, Shahid Beheshti University, Tehran, 2008 BArch Architectural Engineering, Shahid Beheshti University, Tehran, 2004

Professional Experience: Since 2010 Collegiate Assistant Professor in Design Basics Course, University of Applied Science and Technology, Tehran Teaching Assistant in Final Design Studio, Architecture Department Shahid Beheshti University, Tehran Since 2007 Project Director in Naghsh-e-Piravash Consulting Engineers in urban design projects2004 – 2007 Senior Urban Designer in Rah-Shahr International Consulting Engineers, participated in large-scale industrial planning and design

Alirezaei, Maryam

Naghsh-e-Piravash Consulting Engineers

Project Manager

15 September, 11:15 am, Place&Destination

Brand Value of Real Estate – the contribution of brand value to property value

In many industries the significant contribution of brands to the value of products and services has been recognised for years. In real estate business, however, the impact of branding seems to be a blind spot. To analyse if this is also a sweet spot, an explorative study examining how branding could influence the value of real estate was conducted. For that, the interdependency and interaction of the individual brands of all the parties in a real estate project, such as architects, investors, developers, occupiers of the premises, customers of the occupiers, location etc. was examined. The findings pre-sented at the conference are based both on numerous interviews with real estate market participants and empirical analysis.

Biography:

Academic Education:Degree in Business and Economics with a focus on Finance, System Theory, and Market Research at Witten/Herdecke University. Stockholm University School of Business; major fields of study: Business Intelligence, International Marketing, Design, and International Business Strategy. PhD (Dr. rer. pol.) at Witten/Herdecke University; Dissertation: „Die Verbriefung und Bewertung von Namensrechten mittels Informationsderivatebörsen“.

Business Experience (selection):Managing Director of gexid GmbH, a consulting and IT company specialising in the step up and operation of information markets to support risk management, market- and trend research, various planning processes as well as employee and customer activation. Management Director at k:lab, a research institute for prototypical economics at Witten/Herdecke University. Research assistant to Prof. Dr. Michael Hutter, holder of the chair in Theory of the Economy and its Environment at Witten/Herdecke University. Partner at MOSAIG iHG, an academic research and consulting firm that creates evaluations, market and industry studies as well as profitability and trend analyses. Pricewaterhouse-Coopers Corporate Finance, Frankfurt/Main, Intangible Asset Management Group, part of the Valu-ation & Strategy Department.

Expert Activities (selection):Profitability studies as well as market and trend analyses for organisations and companies (both for medium-sized companies and international groups). Expertise in the valuation of assets (in particular brands, organisational capital, customer relations, and human capital). Evaluation and optimisation of business forecasting processes. Consulting in change management projects.

Ankenbrand, Prof. Dr. Bernd

Karlshochschule International University

Professor of Constructivist Finance

15 September, 4:15 pm, Management&Process

Branded Spaces ... Creativity Can Be Created or Destroyed

Borrowing liberally from the empirical law of physics with a “tongue in cheek” attitude, creativity in branding will be examined as a co-creative process that can only take place in an open system. Specifically, it is the effectiveness of communication and collaboration among sellers on the branding team as well as the stakeholders that lead to success or failure. The concept of a playing field and positions of the players will be explored as the space to develop a collaborative brand with a focus upon team building.

Biography:

Dr. Laura Baker worked as a speech language pathologist, with a mandatory Master’s of science de-gree, and school administrator in America before moving to Austria in 1997. The city of Graz wished to be competitive with Vienna and Laura grounded and helped to promote the first bilingual primary school in Graz for national and international families. Upon completion of a second Master’s degree as well as a Doctoral degree in linguistics, she began her work in applied linguistics in the areas of English and communication skills for the Industrial Management Study Programme at FH Joanneum University of Applied Sciences. Laura Baker’s professional and research interests have progressed into intercultural competence, collaborative communication and interaction, teambuilding and creati-vity. The management of branded spaces leads to exploration of human resources management for a team working on a temporary basis as well as the individual.

Baker, Dr. Laura

FH Joanneum, Graz/Austria

Lecturer

16 September, 9:45 am, Virtuality&Beyond

Place Branding Strategy: Understanding the Complexities of Brand Architecture

Purpose: While place branding requires consistency (Simeon, 2006: 464), the alignment between brands representing places (especially nations) and nation vision is subject to tremendous upheaval in terms of the pursuit of differentiation strategies with respect to economic, political, cultural, historical, environmental or socio-psychological objectives and goals (Bramwell and Rawding, 1996; Anholt, 2003; Iversen and Hem, 2008; Balakrishnan, 2009). This inconsistency transmits itself as conflicting messages, lack of clear unique selling propositions, and conflicting visual representation between local government policies and other place stakeholders (Trueman et al., 2004; Merrilees et al., 2005). The 30 odd years of multidisciplinary studies in destination image still lacks a global perspective (Gall-arza et al., 2002: 73) even though the competitiveness between nations has increased to get share of investment, intellectual capital, trade and tourism (Anholt, 2004; Lodge, 2002: 372) and is reflected in a need for more research into nation branding (Dinnie and Melewar, 2008). This study has the following objectives: Firstly, to introduce the concept of brand architecture; se-condly, to discuss some key challenges for place branding looking at brand architecture; thirdly to propose a conceptual model that looks at developing city-nation synergy; fourthly by way of an empirical study identify the issues and challenges, which may face places in applying a brand ar-chitecture approach. This paper looks at the role of Brand Architecture in branding complexity and brand strategy especially looking at geographic synergy, managing product diversity; aligning multiple stakeholders and situation assessment and the how do you support, sustain and manage synergy in the place brand and strategy looking with inherent at Brand Architecture Complexity.Methodology: Since there is dearth of research in this area, an exploratory study was undertaken where literature on place branding was reviewed. Using a case study methodology (Yin, 2009), two cases were analysed using secondary research and interviews with key stakeholders. The branding of Sydney in the context of Australia and the branding of Dubai and Abu Dhabi in the context of UAE were models used to build the conceptual model. Findings: The paper proposes the DEEP Model for designing city brands in the context of nation architecture looks at three key areas. DEEP looks at (1) design stage (2) execution management (3) experience management and (4) performance. In the context of both cases, it was found that three was alignment issues when all four stages were applied though one, two or three stages could have strong focus. Place marketing is an area that needs more research and focus, especially as owner-ship is often not enough to ensure execution especially as it involves managing diverse groups, which often with conflicting agendas and often performance metrics are not clear. This paper contributes to theory development and the body of knowledge in the field of place branding and architecture. Further a checklist is provided at the end of the paper for practitioners to help consider key points in the application of the DEEP model.

Biography:

Melodena Balakrishnan is a Marketing Strategist with 16 years of corporate and academic experi-ence, now teaching at the University of Wollongong in Dubai. She has lived in India, Taiwan, USA and now resides in the UAE. She researches in the areas of branding, place marketing, loyalty and crisis management having published and received grants in these areas. She is the Founder and Chair of the Academy of International Business: Middle East North Africa Chapter. She is actively involved with industry in the UAE and champions grassroot marketing of places. Recently she just edited the first of a series of books titled “Actions and Insights”, which focuses on business cases from the UAE. She is the Regional Editor for Emerald Emerging Markets Case Studies Collection.

Balakrishnan, Dr. Melodena S.

University of Wollongong, Dubai/UAE

Associate Professor


Naming rights for sports stadiums – sponsor of stadiums versus team: Who makes the proper brand?

The placing of naming rights in the sector of sports has undergone a real boom in recent years. While in the past sports venues were traditionally named after regions, districts, rivers or deserving public personalities, today the naming by a sponsor can be seen as an economically orientated alternative. Especially the naming of football stadiums and big multi-functional arenas by sponsoring companies against the background of many new constructions and reconstructions of stadiums and decreasing public financial support has led to an intensified placing of naming rights. While the owner or operator of a sports venue opens in the first place an additional source of financing with the usually time-limited sale of the naming right, the usage of the naming rights means a highly promising tool within the scope of his communication and branding activities for the name-giving sponsor. The biggest communicative benefit for a sponsor can be derived from a clever integration of the naming right in a networked, strategically orientated corporate communication policy.After an international outline about the historical and economical development of naming rights, the presentation describes the basic mode of operation and the various outward forms of naming rights in the branding of sport arenas. The identification of the most important criteria related to the influ-ence of the home team and of the naming right sponsor, considering also the organisational and legal conditions, rounds off the presentation.

Biography:

Since 2002, Prof. Dr. Thomas Bezold has been Professor of Sport Management at the Reinhold Würth University of the Heilbronn University. He studied business administration and sports econo-mics at the University of Bayreuth, where he also earned his doctorate in sports science, marketing and general business administration. He worked variously as Director of Sports Department of the City of Bayreuth and has held senior activities in the field of sports marketing. His focus in research and teaching is sports marketing, brand management in sports and international sports manage-ment.

Bezold, Prof. Dr. Thomas

Reinhold Würth University, Heilbronn/Germany

Professor of Sport Management


Embracing popular culture – Alcohol Brands on Facebook

Alcohol brands are strategically innovative in their use of social media and popular culture for bran-ding. Since the 1990s, the alcohol industry has invested in marketing innovations in promotion, pro-duct development and distribution that embed alcohol within popular culture. A particular focus of these activities has been on experiental branding. For example, brands like Jagermeister, Smirnoff, and Jack Daniel’s partner with musicians, create themed installations where they distribute their product, interact with music fans and encourage them to create photos and videos that they upload to social networking sites. The growth of music festivals, social media and smart phones has under-pinned innovation in these programmes. The industry’s activities on Facebook are an extension of these strategies. This paper examines both brands’ interactions with their “fans” on Facebook and how this brand-building activity unfolds within the companies’ strategic operation of branding on the one hand and the consumers’ mediation of popular cultural practices on Facebook on the other hand. The paper takes alcohol brands in Aus-tralia as an instructive case and looks at how these brands emplace themselves within the mediation of popular culture on Facebook.

Biography:

Dr. Brodmerkel is Assistant Professor for Advertising and Integrated Marketing Communications at Bond University/Australia. He earned a PhD in Political Science at the University of Vechta/Germa-ny. His doctoral research focused on the impact of globalisation on federal systems, comparing the cases of the Federal Republic of Germany and the Commonwealth of Australia. For his research he spent 14 months as a Visiting Research Fellow at the Centre for Public Administration at the Univer-sity of Queensland. Dr. Brodmerkel has 7 years experience working in the advertising industry, developing communica-tion concepts for clients including T-Mobile International, Bayer AG, Nokia AG and Nestlé PURINA. His research focuses on the professional ideology of advertising professionals, political advertising and on the intersection of advertising, popular culture and new media.

Brodmerkel, Dr. Sven

Bond University/Australia

Assistant Professor


Designing effective store concepts

Trading and Shopping might be one of the only constants in our cities we have kept for many cente-naries. Shopping has become, very methodically, a very distinguished activity in our public life. It is a basic aspect of our existence. However it is very instable, very short-dated.In contrast to institutions such as hospitals or schools, which are “protected” by human needs, shop-ping depends on external factors such as economy and fashion. Shopping reacts and corresponds to a cycle.Hence shopping has to be formulated, and invented continuously. It has to keep up with changes in our society. In regards to oversaturated markets and non-permanent consumers it is essential to maintain a certain visual presence in response to new forms of business, ever surprising client de-mands and design of the respective products: amazing store solutions.Commercial companies that consider themselves as shopping venues are described as a Store Brand. These Store Brands stimulate not only with their external appearance but with internal values and impressions, employees and clients, and the brand itself. The focus is on qualities everyone is looking for. Products and service express a certain attitude to life that serves optimism, sharpening the clients own profile and their self-estime. Therefore, strategic branding is a highly effective instru-ment to bind customers and employees.Imagine the branding as a puzzle: to complete the picture many factors need to intertwine: location, architecture, interior design, graphic, marketing, advertisement, consistent alignment with a target group etc. The approach has to be considered holistically. If specific contents, principles and values of a company are found in the corresponding retail design, the term corporate architecture is used to describe the bespoke shop in the context of Corporate Identity.

Biography:

Kathrin Cook, b. Stumpf, was born in Stuttgart/Germany. Before studying Industrial Design at the Stuttgart State Academy of Art and Design, she completed a three years apprenticeship as a joiner/ furniture maker. She has worked on various national and international projects including Industrial & Packaging Design, Exhibition & Interior Design. She spent five years in Australia working for well known architecture companies in Melbourne and Sydney, managing large scale projects such as Research/Laboratory and Office space facilities. Kathrin holds the position of a teamleader, interior and industrial designer with Blocher, Blocher & Partners, where she is in charge of projects like Por-sche Design Stores worldwide, Belmondo shoes & accessories, Visplay, shop concepts for a swiss jewellery & telecommunication brand among others. Since 2010 she has a teaching appointment at the University of Applied Sciences, Stuttgart, Subject: Detail Bau.

Cook, Kathrin

Blocher, Blocher & Partners

Interior and industrial designer

15 September, 10:15 am, Architecture&Design

Local Implementations of Branded Spaces. Istiklal Street, Istanbul case

New communication facilities under globalisation process provided an area for the brands to be known all over the world. It became important for brands to be the first and also well-known in their area. When we start to think about the usage of the term “brand” in architectural literature, the first prints can be seen as branding of cities or the spaces formed by brands. Whether the character of space is commonly related with sense of belonging, branded spaces provided a new form of produ-cing space to be international.Although the new form of this space production, mentions a standard taste of place all over the world. We focus on the issue that different local implementations of international brands still need to be thought over. The aim of this article is to observe revolution of branded spaces on a local area with its dominant local identities.Istiklal Street, that can be considered as the heart of Istanbul, is chosen as a case for this study. The street is located on the European part of Istanbul, therefore the transformations and changes can apparently be seen in here during the ages. Although the street can be seen branded with its local identities, we can also observe so many layers of space uses on, to realise the type of different brands the street includes. During the last years lots of well-known branded spaces such as fast food chains, coffee shops, shopping spaces and entertainment centers all around the world (like Mango, Zara, Starbucks, Mc Donald’s … ect.) have been located on the street. They try to bring their existent space concepts to the street just like on the other parts of the world they take place. But this street has a special spatial reflection to branded spaces with its local identities that forces them to change for ad-aptation. So this interrelation enables new space formations on the intersection of globalisation and locality. City adopts this branding space with revolution. This paper aims to determine this revolution by examining different brands on the street. As a result, we want to argue the revolution of the “branded space” concept with locality. Istiklal Street can be seen as an efficient example for this situation to reveal metamorphosis such as space design, material usage, consumer profile, … etc. of “branded spaces” that will be related with the street ac-tion. Experiencing and determining the metamorphosis of different local and global branded spaces both take place on the street as well as can offer various discussion topics in this conference.

Biography:

Hikmet Eldek graduated from Erciyes University’s Architecture Department in 2003. She started a post-graduate programme in Middle East Technical University’s Restoration Department in the same year. She successfully completed the post graduate programme in 2007, following by a doctorate programme in Yıldız Technical University’s Restoration Department, which will be completed in 2012. She is working in Erciyes University’s Architecture Department since 2006 as a research assistant.Hikmet Eldek, who presently concentrates her studies on the conservation of 20th century buildings, specially Early Republic Period of Turkiye, presented papers to a number of national and international symposia held locally and internationally, in which she attended, publishing scientific articles in books and magazines.

Eldek, Hikmet

Erciyes University, Kayseri/Turkey

Faculty of Architecture, Research Assistant

15 September, 12:00 pm, Place&Destination

Destinations Can Be Brands, Too

1. What brands doIn a world where basic needs are satisfied, emotions influence the sale of a product much more than rational thought. Brands imbue products with a philosophy, associating them with a certain lifestyle. In the past few years, brand-name manufacturers have been continually diversifying their range of products and services and have thus become system providers. Clothes designer Giorgio Armani, who now sells watches too, is a good example. Brands now venture far beyond their core compe-tence. The price sensitivity of the modern customer is generally overridden by the emotional appeal for a product.2. The transformation from a tourist offer into a brand destinationRecent reflection has made it clear that the message “South Tyrol is one of the most beautiful land-scapes in the world and offers outstanding recreational activities and accommodations” is not enough for most consumers. South Tyrol has many other qualities that are attractive: high-quality agricultural products and many captivating stories about the region and its people.3. The South Tyrol Umbrella BrandThe development of a substantive foundation and a visual anchor meant strong commitment and vision from an array of different partners. That a product’s origin could generate trust was nearly im-mediately recognised. But in order to become a really desired destination, South Tyrol needs tohave an integrated interplay of all messages: the landscape enhances the product, and the product the landscape. Diligent market research, high recognition value, quality checks, and consistentcommunication, including TV, are the key factors for creating a brand.

Biography:

Education and professional career:1984 Degree in law and political science from the Austrian “Leopold Franzens Universität” in Inns- bruck and from the Italian University of Padua1986 Responsible for the administration department of the South Tyrolean Industrialists’ Associa- tion on “Industriellenverband Bozen – Südtirol”; responsibility for legal consultancy and ward management services1988 Director of the organisation “Südtiroler Wirtschaftsring”, a South Tyrolean Commerce and Industry Association1989 Director of the South Tyrolean Hospitality and Caterers’ Association (HGV), member of the board of the “Federalberghi”, a national hotel association with legal seat in Rome; Italian delegate for the entire Italian hotel sector in Brussels, member of the executive committee of the European Hotel-Association HOTREC in Brussels (until 2003)2001 Director of the organisation “Südtirol Marketing Gesellschaft (SMG)”

Honorary posts1981 Vice-chairman of the Catholic Youth Association “Katholische Jugend Südtirols” (until 1987)1986 President of the association for handicapped working people (“Genossenschaft Werktätiger Behinderter GWB”) (until today)2001 Vice-chairman of the Trade and Industry Committee of the South Tyrolean People’s Party (“Südtiroler Volkspartei - SVP”)

Engl, Dr. Christoph

Südtirol Marketing Gesellschaft, Bolzano/Italy

CEO


Branding in the context of tourism destinations – Destination image, Destination marketing. Destination branding – Do we know what we are talking about?

A review of the literature on branding in general, and on destination branding more specifically, raises several questions about the branding of tourist destinations. What is clear is that confusion exists in the concept of “brand” in the tourist destination context. Several propositions will be developed and explored in regards to the lack of clear definition of destination brands, the confusion between brandand image, the lack of conception of similarities and differences between branding for consumer products and tourist destinations, the difficulty of identifying one symbol for countries and the lack of commonly-known brands of tourist destinations. Furthermore the complexity of generating one specific brand based upon a consensus of various different stakeholders within a destination will be addressed. The presentation will propose a model of branding and its ramifications in the tourism destination context, as well as providing several methodological, theoretical and practical implica-tions.

Biography:

Prof. Dr. Werner Gronau is Director of the “Tourism & Transport Research Center” of the University of Nicosia/Cyprus and at the same time holds the position as Professor for Tourism, Travel and Trans-port at the University of Stralsund/Germany. He holds a German degree in Human Geography from the Technical University of Munich and a PhD in Tourism Studies (“Leisure mobility and leisure style”) from the University of Paderborn. He is member of several research groups in the field of Tourism, such as the British “Leisure Studies Association”, the “German Society of Tourism Research” or the Cyprus based “EuroMed Research Business Institute”. Furthermore he works as reviewer for several tourism related journals, such as “Tourism Management”, “Leisure Studies” or “EuroMed Journal of Business”. His research interests focus on sustainable Destination Management and Marketing. He has worked in several research projects granted by different institutions as for example the German Ministry of Research or the European Commission and presented the results on international confe-rences, in various journals and books.

Gronau, Prof. Dr. Werner

Fachhochschule Stralsund/Germany

Professor for Tourism, Travel and Transport


Integrating Communication. Bringing Place Identities to Life

Branding is only half the truth of a brand. Branding needs something to brand – an existing identity. Branding marks the difference that identity makes. How about branding places? Some places have all strong brand needs. They are holistic and multi-sensual. They are user-generated and living orga-nisms. But sometimes, having all is not all. Place branding marks the difference that place makes. The five basics of place branding are: 1. Think of a place as a living brand. 2. Uncover its identity. 3. Integrate the people. 4. Be sustainable. 5. Place branding is for everyone.

Biography:

Thorsten Kadel established the field of brand strategy and the associated Unit Brand Strategy & Communications at dan pearlman brand architecture GmbH in Berlin. Since 2004 he has been responsible for place branding concepts, brand strategies and internal branding and offers custom-made ideas, strategies and concepts etc. for cities and theme parks or brand films.

Kadel, Thorsten

dan pearlman brand architecture GmbH

Strategic Director of Brand Strategy


Heimatklänge – The conceptual design of branded spaces by means of sonic branding

The sounds of home – the screech of the gulls and the sounds of the church clock bells remain many people live long in memory. The sounds that we encounter through brand communications are om-nipresent: Most consumers are in a position to identify, to assign or even to hum a Nokia cell phone, just by its ringtone. In effect, these sounds are often underestimated. Global mobility requires that rooms and environments with characteristic charge and multi-sensory experiential elements to the people, provide orientation and identification. In this case, each room – also auditory – experiences: sounds, noises and atmosphere. These are constitutive components of the architectural design and home. For brands, this approach was so far not developed systematically. While the visual appea-rance of brands in general is regulated to the smallest detail by extensive style standards, consumers receive on acoustic level, however, at the POS, often contradictory sound messages. The process of conception and creation of fire sound is complex and requires explanation. In practice, the agency would like to raise awareness of the targeted design of an acoustic brand sphere – it is recognised that sounds are best suited to memories and feelings among consumers to activate and communica-te individual brand personalities. The presentation shows systematically how the various dimensions integrated the brand into the acoustic one and in different appearance applications such as at trade fairs, events or architecture, can be reflected. How are music, sound, voice or silence used with rooms to create an unique acoustic identity equipment? What can the acoustic code contribute to branded areas, regions or cities? A brief approach to the design process of fire sounds in the room is presented. Firstly, the systematic reflection on the design process in the range of fire sounds stimu-lates and secondly optimises the process of the conflicts between brand owners and agencies and minimises them. “If you do not have anything to say, sing it.” David Ogilvy (1911-1999), founder of the advertising agency Ogilvy Mather & Benson.

Biography:

Sonja Kastner studied corporate and business communication at The Berlin University of the Arts. After graduation she worked as communication consultant and text designer for cultural institutions and businesses. She is holding a doctoral degree in sound design and branding. Since 1998, Sonja Kastner has been lecturer for voice and strategic communication at different universities in Germany.

Kastner, Dr. Sonja

Medienwirtschaft/Diplom-Kommunikations-wirtin

15 September, 4:15 pm, Architecture&Design

Public Housing as City Branding. The Case of Vienna’s Public Housing Model: a Creative Mode of City Branding in Times of Scarcity.

This paper will be reading the Vienna Public Housing Model as a highly efficient, yet unprecedented instrument for city-branding that creates an added value in a twofold way: (1) it guarantees a con-trollable and sustainable urban development; (2) it produces a highly positive value of the city’s image beyond mere “social and politically correct engagement”. In doing so, the Vienna Public Housing Model as marketing instrument operates in creative and subtle ways in establishing one of the highest living standards worldwide.

Results:Drawing from an extensive empirical analysis from the ESF.ORG/HERA-funded research on the Vien-na Public Housing Model (see: www.scibe.eu) we will be able to present our findings illustrated with extensive material. Our presentation will be encompassing a short introduction into the functioning of the branding-instrument “public housing”. We will be speaking of the housing stock in the city and its role for the branding instrument, we will be touching upon the political background of the model, and we will be presenting best-practice cases of the model and its twofold effects – inside and outside of the City of Vienna.

Conclusions:Public Housing as a branding instrument does not rely on an economy of abundance, but on the contrary, deals creatively with scarcities. The Vienna Public Housing Model therefore might become a role-model for a new and truly sustainable, inclusive branding instrument in times of an unstable financial situation.

Biography:

Michael Klein is an architect and researcher based in Vienna/Austria. He studied architecture at Vienna University of Technology and the Ecole Speciale d’architecture in Paris and graduated from the academy of fine arts vienna in 2007. Since then, he has been working in the fields of architecture, landscape architecture and urbanism. Since 2009, Michael has been lecturing and teaching design classes at Vienna University of Technology.His theoretical research interest focuses on how political thinking, its theory and economic conditions affect design, architecture and the urban environment.Currently, he is engaged in the EU-funded research project SCIBE – Scarcity and Creativity, which investigates the role of material and immaterial resources in the domain of social housing, the practi-ces related, the aspect of governing and how design and architectural thinking could contribute to prospective alternatives.

Klein, Michael

Vienna University of Technology/Austria

Institute of Design and Assessment of Technology, Project Assistant


“Social branding between two spaces” – the real world and the digital world. How do social media work as a space for branding?

With the shift in communication to social networks, a virtual “space” has emerged, which is no longer perceived as virtual. The user moves within these networks in the same way as within private envi-ronments, logged in via a laptop, smartphone or iPad. Companies invest in “one-way marketing” and traditional advertising, aiming to bring their brands and products closer to their customers and fans. The brand has an online and offline presence. As a result of Facebook or companies working in part-nership with Facebook, completely new spaces have been created on the German market. Offline shops, cafés, football clubs or electronics stores are able to publish free offers that users can redeem by simply checking into the location via phone. With each check-in, the user’s friends are automati-cally notified that this is a “shop of his confidence”. This is the core of social media marketing: 78% of buyers rely on the recommendations of acquaintances and friends, whereas only 14% rely on adver-tising. Social media are an integral part of social life. They are already used by many as a newspaper or an alternative source of news. TV and radio stations and print advertising have supplemented their offline presence with a presence on social networking sites such as Facebook, Twitter, etc. Social networks are currently the leading media and branding platform. The boundaries between online and offline marketing are blurring. Customers want to take part and be part of their (favourite) products.

Biography:

After studying Engineering and Business Administration (focusing on International Marketing and Sales), Tilman Kunkel worked for different companies such as Gehring, Porsche and Electrolux. The last years he was successful as a Sales Consultant and Area Sales Manager (B2B). As an early adopter of social networks, Tilman was convinced that there were huge possibilities doing a new way of marketing using the web 2.0 technologies. In March 2011 he joined Dennis Schneider building up the Social Media Marketing Agency “Media Natives Digital UG” in Freiburg. Today he is CEO and Sales Director. The two young businessmen and their team help to empower companies and brands via social networks to create more sustainable and viable customer relationships. Analysis, consul-ting, realisation and optimisation are the services the media natives offer to their customers.

Kunkel, Tilman

Media Natives Digital UG, Freiburg/Germany

CEO & Sales Director


Defining a Methodological Syntax for the Architectural Interventions in Historically Significant Public Open Urban Spaces

Historical spaces of momentousness, sometimes categorised in the preservation categories of World Heritage Sites, are spaces of memory and urban identification, of adorning affiliation and reference to the past. They are spaces that have been branded by the cultural, technological and even spiritual mindset of people of certain times, and extract themes that fall into the categories of virtual, temporal or mobile times, spaces and existences. It may be argued that historical spaces express important evolutional moments of humanity, expressed in an almost virtual, three-dimensional manner, expo-sing levels of artistic or literary brilliance of man at one point in time. When this combat with memory and virtual reality takes place in public open urban spaces, the question rises whether it is equally important to act similarly in pursuit of three dimensional excursions into the present and future, taking place inside the same historical public open urban space. In doing so, the branding does not only hold significance towards the past, but also references the present reality and future aspirations, as it is important not to worship the ancestral accomplishments exclusively, but also find ways for proces-sions that are innovative means of human representation. This research aims at presenting a methodological way of breaking down syntactic spatial concepts of public open urban space, in order to create architectural interventions that will harmoniously fit into existing historical urban compositions, suggesting contemporary ways of branding, in reference to existing ones. Some of the syntactic spatial concepts that are studied include: theme, framing, structure, field, salience, articulation, orientation, visual paths, and layers. The study demonstrates this on a couple of historically important spaces, and conceptually explains and illustrates methods of new architectural interventions. The concluding result provides a better understanding for the fluid intervention of new architectural elements inside public open urban spaces, as our existence in the contemporary world calls for new stylistic elements in the field of vision, of a specific theme. The different styles and chronological exe-cutions, when sharing a common internal structure of elements and more essential aspects of visual reality, may blend harmoniously, and introduce new fields of intellectual continuity in the history of architectural creation and conceptual innovation of paradigmatic times.

Biography:

Stefanie Leontiadis is a PhD candidate in Urban and Architectural Design at the Politecnico di Milano, supervised by Ilaria Valente, focusing on the syntactic representation and theorisation of the architec-ture of public open urban spaces in the contemporary city. Leontiadis holds her Bachelor and Master degrees in Architecture and a minor in Fine Arts (painting) from the University of Hartford/USA. Her working experience includes architectural intern and research assistant in CT; teaching assistant at the University of Hartford, Politecnico di Milano and Aristotle University of Thessaloniki. She also currently practices freelance painting, and graphic illustration for private commissions. Urban architectural design research accomplishments of the past year include the “IPHS Young Re-searchers’ Session Achievement Award in Research 2010” at the 14th IPHS Conference in Istanbul, and publications at the Arquitectonics International Review 2010 in Barcelona, EURAU’10 in Naples and ECOWEEK 2011 in Thessaloniki (published on DETAIL online magazine, and to be published by the end of the year in KTIRIO magazine). She is also present at University of Copenhagen’s EURA 2011, Cities without Limits, in June this year.

Leontiadis, Stefanie

Politecnico di Milano/Italy

PhD candidate


Applying Theory of Branding Synergy on Consumer Experience and Spatial Design – a Case Study

Purpose of paper: This paper explores the possible application of branding theory in design practice, with the objective of researching the methodology of knowledge transfer to the subject. The focus of the paper is on re-tail interior design. An experiment was conducted to create a synergy by combining two established brands, creating a unique experience and space.

Results of paper: By exploring the possibilities of the joint venture, new ways of operation and potential new customer groups are established. Slide show and animated video of the project are available for presentation.

Conclusion of paper: Through an understanding of how a brand behaves and connects to customer, this paper reported an experiment on combining two brands, which have two different behavioural patterns, and crea-ted a synergy that enables both brands to explore new markets. The interpretation of the brands in spatial design allows customers to relate to the brands on a personal level through experiencing the event and the space. This methodology could be applied to different fields such as hospitality and non commercial areas of branding.

Biography:

Erica Liu is currently the award leader of BA (Hons) Interior Design in the University of Glamorgan. Before joining the university, Erica was an interior and exhibition designer in the commercial sector in the Far East for over 10 years. Her designed and built projects ranged from hotel, school, clinic, clubhouse to office and residential projects. Erica continued her profession in the UK and works closely with top design companies such as FITCH, Brand Union and Total Utopia. She also acts as a consultant for Construction Youth Trust and Pinkspiration Social Enterprise, to support young people in getting a career in the construction industry. Erica is the external examiner for two universities’ degree courses and the internal examiner for PhD examination. Her research projects included place branding, kansei design theory and environmental psychology.

Liu, Dr. Erica

University of Glamorgan/UK

Course Leader BA (Hons) Interior Design


Branded Cultures

In her lecture “Branded Cultures” Yang Liu will present the cultural differences between Germany and China, basing her talk on her bestseller “East meets West” – a visual diary with extracts of her life as a designer in both cultures. Moving on to look at other projects, developed in London, Beijing, Berlin and New York, she will explain the influence of the locations on her visual creations. She will conclude the lecture with a presentation of works by students she has taught, covering societal and political themes from China, Holland, Germany and Turkey.

Biography:

Yang Liu was born in Beijing/China. At the age of 13, her family moved to Germany. Upon completion of her Master’s degree at the Berlin University of the Arts, she obtained work as a designer in Singa-pore, London, Berlin and New York City. In 2004, she started her own design studio. While hosting workshops and lectures in several international conferences, she could also be found teaching at several design academies and universities. Her works have been awarded with several international design award and are shown in numerous museums. Yang Liu is a professor and is the dean of the department of communications design at the Berlin Technical Art University.

Liu, Prof. Yang

Berlin Technical Art University/Germany

Dean of the department of communications design


The Spatialization of Brands. Creative Diversity, Complexity and Collaboration

Based on the increasing importance of space and architecture as the stage for immersive and narra-tive experiences within the field of brand communication, “The Spatialization of Brands” explores the creative environment and the interdisciplinary collaboration behind the holistic brand environments: Who are the creatives behind the scenes and how do they interact and collaborate? The reserach looks at the disciplines involved, identifying different models of interdisciplinary collaboration, as well as understanding the drivers and mechanisms involved in leading the creative process with multiple disciplines.

Biography:

2008 - 2010 MBA study programme at Berlin School of Creative Leadershipsince 2005 working at Büro Franken Architekten GmbH 2004 - 2005 Hoechstetter + Partner Architekten BDA, GbR2003 Internship at Franken Architekten GmbH 2001 Internship at Asymptote Architecture and at Leeser Architecture, NYC1996 - 2004 Study of Architecture at TU Darmstadt/Germany

Loose, Cathrin

Franken Architekten GmbH

Architect, Creative Director


Place Identity and communicative paths in Germany

The contribution discusses communicative problems and perspectives in the branding-process of a metropolitan region. It pursues the question of how intended place politics and non-intended socio-spatial developments impact the process of a place branding for Germany’s capital region Berlin-Brandenburg. The metropolitan region is here discussed as a special type of place identity. This type obviously follows wider trajectories. There seems to be a lack of knowledge in how to manage a metropolitan identity. The contribution focuses on theoretical and practical perspectives of me-tropolitan place branding. It asks for the preconditions to generate public brand-knowledge. This knowledge is seen as the key factor for practicians, for communicative processes of re-constructions and for identity-building in disparate social spaces. A methodological approach to this case with the research approach public branding was developed by the Leibniz-Institute for Regional Development and Structural Planning (IRS) in Erkner/Germany. A relationship between governance and branding discourses within spaces of identity is discussed. It is here a matter of the fundamental question, namely, under which internal conditions social actors develop a spatial brand in a metropolitan region. ResultsBerlin, as an urban space of international significance, continues to stand in a direct spatial and func-tional relation to the structurally weak areas of the surrounding federal state of Brandenburg. As a consequence, the most diverse array of trajectories, resources, infrastructures, lifestyles and spatial interpretations demand new answers for place branding in metropolitan regions as future spaces of identity. The providing and conceptual integration of intermediaries in the field of knowledge-based institutions plays a fundamental role in the spatial arrangement. ConclusionsThe deliberations try to give first answers to the discussion, in how far metropolitan place branding, as a worldwide future marketing prospect, can integrate old and new conceptual ideas about hand-ling metropolitan disparities. The deliberations also implicate the question to what extent persuasive strategies for metropolitan brands have to observe limits. In this understanding the contribution gives five recommendations for place managers. Processes of identity formation in social spaces follow certain comprehensive strategic paths and local particularities, whose collision becomes an object of metropolitan branding.

Biography:

Gerhard Mahnken is a member of the Department 3 “Dynamics of Communication and Knowledge in Space” at the Leibniz-Institute for Regional Development and Structural Planning (IRS) in Erkner near Berlin. He does research on communicative paths of spatial Identity- and Branding-Processes.

Mahnken, Gerhard

Leibniz-Institute for Regional Development and Structural Planning, Erkner/Germany


Branded space; branded consumers: spaces for consumption and the uncomfor-table consequences of complicit communality

There has been a longstanding debate in the Social Sciences about the degree to which the arena of consumption offers the degree of freedom and choice that the public and political rhetoric that sur-rounding it tends to suggest. This reflects an academic and critical tradition which, rightly or wrongly, has portrayed the consumer as a dupe of cultural processes beyond his or her control. In the 1990s a sociology of consumption emerged in which these issues were debated and yet the role of indivi-dual agency within the consuming experience has never been fully understood or articulated. This paper will critically consider the proposition that the phenomenon of branded spaces simply provides a more sophisticated stage upon which the consumer can be duped more easily. It will consider the emergence of the post-industrial city as represented by cultural spaces including museums and gal-leries, as the ultimate in branded spaces: offering a coherent public statement in which the meaning of the city has become wholeheartedly wedded to the consumption of experience. The contemporary city is thus allegedly founded on the shifting sands of the experience economy. This paper considers the role of the consumer as an agent in this process. In focusing on consumers’ emotional engage-ment with spaces for consumption the paper asserts that consumers actually actively engage in a form of “complicit communality” in which they forego some social freedoms in return for the sense of freedom that such spaces provide. In considering the implications of the partial temporary sense of belonging that branded spaces engender, the contention is that the consumer should not then be condemned or indeed pitied for he or she gladly dances to the tune that the consumer society has chosen. In this context, it is suggested that branded spaces potentially play a key role in the construction of a form of consumer-citizenship in which consumers are more reflexive than critics of consumer culture might suggest.

Biography:

Steven Miles is Professor in Urban Culture at the University of Brighton/UK and author of “Spaces for Consumption: Pleasure and Placelessness in the Post-Industrial City” (Sage, 2010). He is also author of “Consumerism as a Way of Life” (Sage, 1998), “Youth Lifestyles in a Changing World” (OUP, 2000) and co-author of “Consuming Cities” (Palgrave Macmillan, 2004) with Malcolm Miles. As a sociologist Miles critically engages with the way in which consumers are complicit in the construction of a com-modified landscape and has a particular interest in the way in which the arena of culture has emerged as both the pawn and the porn of the post-industrial economy.

Miles, Prof. Steven, PhD

University of Brighton/UK

Professor of Urban Culture


Cannibal Architecture hates BANANA’s – Postcommunist rebranding of historical sites

As an architect in a developing former communist country you often wonder, which is best for your city, the renewal or the conservation. At certain point, you even get to question the authority and the morality of the structures that surrounds you and, also, your role as a professional somewhere in the middle of the chain that links the strategy with the action, since as always, real life beats the movie. You, most certainly at some point, get mixed between opposing forces facing each other, with no common ground, not willing to demise. On the one hand you have the Goliath of site developers, backed up by funds, economic interests, administration corruption, always exploiting the legal gaps and forcing the regulations. On the other, the David of urban resistance represents the citizens and NGO’s struggling to keep the communities untainted.As on a real battlefield, in the end it all comes to sticking flags and protecting the redoubts. Unfor-tunately, as mentioned, there are few common goals, so truce is almost never the case. You might say it is all about the fated urban cycle that Champion mentioned: urbanisation > suburbanisation > disurbanisation > reurbanisation. But frequently you cannot help noticing that with every so called renewal intervention the city is loosing the biblical pound of flesh only to be replaced by logo buil-dings pretending an elevated and upgraded status and not really being concerned with trivialities such as integration and cohesion. They tend to strike and wow, dazzling with shiny facades, flashy commercials and oversized corporate logos for only one reason: the CBD fattened and did not get to move out of the downtown that most often is synonymous with the historical centre of the city. So it cannibalises on the buildings that cannot accommodate the required office space, transforming and replacing bits and pieces of a former integer urban tissue. So, in terms of changing urban identity, let us paraphrase Champion by redefining the cycle: branding > TOAD-ing (Temporary, Obsolete, Aban-doned, Derelict) > de-branding > re-branding.Yes, sometimes the rebranding does not happen without changing the status of certain spaces to TOAD. This requires elaborated strategies in order to turn a functional building or even public space into a potentially “unable to keep, must be replaced” site. They piggyback on the natural urban evo-lution, lobbying for the regulations change and advocating the need for jobs, the benefits of a new ground floor store or a new parking lot. Only these do not always escape the BANANA’s, who’s ulti-mate argument is “what’s lost is lost forever”, trying to keep the predefined order. And so, the brand cannibals and the BANANA’s vilify each other, accused the first of maiming the urban legacy and the second of steming the progress.

Biography:

Florin Muresanu is an architect with a Master’s degree in Integrated Urban Planning at the “Ion Mincu” University of Architecture and Urbanism in Bucharest, where he is now teaching urban planning and design as an associate professor. With a PhD in urban sciences, he is currently a postdoctoral candi-date in cultural anthropology at the “Babes-Bolyai” University in Cluj-Napoca/Romania.

Muresanu, Florin-Alexandru, PhD

“Ion Mincu” University of Architecture and Urbanism, Bucharest/Romania

Associate Professor

15 September, 12:00 pm, Culture&Society

Cannibal Architecture hates BANANA’s – Postcommunist rebranding of historical sites

As an architect in a developing former communist country you often wonder, which is best for your city, the renewal or the conservation. At certain point, you even get to question the authority and the morality of the structures that surrounds you and, also, your role as a professional somewhere in the middle of the chain that links the strategy with the action, since as always, real life beats the movie. You, most certainly at some point, get mixed between opposing forces facing each other, with no common ground, not willing to demise. On the one hand you have the Goliath of site developers, backed up by funds, economic interests, administration corruption, always exploiting the legal gaps and forcing the regulations. On the other, the David of urban resistance represents the citizens and NGO’s struggling to keep the communities untainted.As on a real battlefield, in the end it all comes to sticking flags and protecting the redoubts. Unfor-tunately, as mentioned, there are few common goals, so truce is almost never the case. You might say it is all about the fated urban cycle that Champion mentioned: urbanisation > suburbanisation > disurbanisation > reurbanisation. But frequently you cannot help noticing that with every so called renewal intervention the city is loosing the biblical pound of flesh only to be replaced by logo buil-dings pretending an elevated and upgraded status and not really being concerned with trivialities such as integration and cohesion. They tend to strike and wow, dazzling with shiny facades, flashy commercials and oversized corporate logos for only one reason: the CBD fattened and did not get to move out of the downtown that most often is synonymous with the historical centre of the city. So it cannibalises on the buildings that cannot accommodate the required office space, transforming and replacing bits and pieces of a former integer urban tissue. So, in terms of changing urban identity, let us paraphrase Champion by redefining the cycle: branding > TOAD-ing (Temporary, Obsolete, Aban-doned, Derelict) > de-branding > re-branding.Yes, sometimes the rebranding does not happen without changing the status of certain spaces to TOAD. This requires elaborated strategies in order to turn a functional building or even public space into a potentially “unable to keep, must be replaced” site. They piggyback on the natural urban evo-lution, lobbying for the regulations change and advocating the need for jobs, the benefits of a new ground floor store or a new parking lot. Only these do not always escape the BANANA’s, who’s ulti-mate argument is “what’s lost is lost forever”, trying to keep the predefined order. And so, the brand cannibals and the BANANA’s vilify each other, accused the first of maiming the urban legacy and the second of steming the progress.

Biography:

Monica Muresanu is an architect with a Master’s degree in Conservation and Rehabilitation of Built Heritage at the “Ion Mincu” University of Architecture and Urbanism in Bucharest/Romania and a research Master’s degree in Cultural and Social History of Architecture and Urban Forms in the XIXth and XXth centuries at the École Nationale Superieure d’Architecture de Versailles and Université de Versailles Saint-Quentin-En-Yvelines/France. She is currently a PhD candidate in Architecture and Building Restoration at the “Ion Mincu” University of Architecture and Urbanism in Bucharest.

Muresanu, Monica-Gabriela

“Ion Mincu” University of Architecture and Urbanism, Bucharest/Romania

PhD candidate in Architecture and Building Restoration

15 September, 12:00 pm, Culture&Society

Artec Family of Halls: a study in branding of spaces

Artec designed concert halls and theatres are particularly well known for the quality of their acoustics for music performance. This talk will explore the symbiotic nature of the reputation of the designer and the reputation of the different halls Artec has designed – further examining the way that the cu-mulative reputation does or does not result in a “brand” representing quality.Key questions will also be asked along the way: What are the key components that make up this “branding” and what are the ingredients for its historic and continued propagation? Are high quality performing arts spaces such as Carnegie Hall and Musikvereinssaal in Wien, by their nature, branded spaces? And does this branding enhance or detract from the individual reputation of a facility? And from whom then is this branding intended for?

Biography:

Tateo Nakajima is one of Artec’s Principal Auditorium Designers and works on the theatre planning and auditorium acoustics aspects of a wide range of projects. He has overall design and manage-ment responsibility for projects ranging from concert halls to pop entertainment venues in North America, Europe, and Asia.Tateo Nakajima benefited from an extremely close working relationship with Russell Johnson since joining Artec. This relationship has been a guiding influence in his work as Project Director and Prin-cipal Auditorium Designer for the Salle Pleyel renovation in Paris/France, the Chicago Symphony Orchestra Hall renovation study, the Mariinsky II Opera House Basic Design for Valery Gergiev, the Aarhus concert hall/Denmark, the concert hall, opera house, 10,000 seat performance venue and outdoor amphitheater for the West Kowloon Cultural District Proposal in Hong Kong, and many others.

Nakajima, Tateo

Partner


Reality follows virtuality – from the special nature of real spaces to virtual spaces

Digital media run through nearly all areas of human life. No matter where or when, we make use of virtual worlds to gather information, communicate or just have fun. Continuous digital presence – for example the continual use of fixed internet from your PC and mobile applications or playing computer games – has resulted in the development of human behaviour and habits that are characterised by virtuality. This virtual life has led to certain expectations and ways of thinking and behaving in reali-ty. Thus, virtual space experiences have impacted the use of real spaces. New requirements have emerged in the field of marketing. Whereas up until now marketing developed a product according to the wishes and themes of direct customers, it must now take into account virtual factors. Special attention is paid to individual spatial experiences. Influenced by social networks and interest-based profiling, virtual spaces are created specifically for users. The virtual experience is subjective and va-ries depending on the individual’s digital behaviour. What does this mean for successful tourism marketing? Individual consumer expectations of a desti-nation or hotel have already been shaped, before real space enters the stage. The personal experience of a destination or a hotel on the web plays a major role. Tourism companies have real experience of individual expectations being shaped by experience in virtual space. The tourist consumer makes a booking on the internet on the basis of an experience in the virtual world prior to his booking decisi-on. It is a new challenge for tourism marketing to study the individual perception of the virtual spaces of destinations and tourism service providers. The long-term success of a tourist service provider is guaranteed by the fact that this virtual space perception constitutes real product awareness. A high level of transfer, which is both dynamic and adapted to the individual, is necessary. The result is that reality and virtuality no longer fit. Reality has to be adapted to the uniqueness of perceived virtuality.

Biography:

Director of the Strategic Social Marketing Agency NCM – Net Communication Management in Salz-burg. His work focuses on projects in online marketing and social media marketing for the hotel and tourism business. As a trainer and speaker, he provides seminars and workshops on e-marketing and e-tourism. With experience as a trained hotel manager since 1995, he has worked in retail and hotel chains, including Romantik Hotel Schloss Rheinfels, and as manager of the Spalteholz Hotelkompe-tenz, Frankfurt. Native of Schaumburg, Niemeyer started a career in marketing and communication after having studied applied cultural studies (focus: business studies, cultural geography and tourism management) at the University of Luneburg. He was already involved in city marketing projects in Lu-neburg and Bad Bevensen during his studies and as research assistant in the marketing consulting “project m” of Prof. Edgar Kreilkamp, University of Luneburg. The focus of his work has been in tourist marketing of destinations and the integration of the hotel industry into the city and regional marketing.

Niemeyer, Stefan

Strategic Social Marketing Agency NCM, Salzburg/Austria

Director

15 September, 1:45 pm, Virtuality&Beyond

The Branded Experience: Decoding the Spatial Configuration of Flagship Stores

This paper is an effort to understand the role of branded architecture as a potential manifesto of orga-nisational identity in the globalisation of economy. The aim is to bring to the fore the ways architectural space can define the composition of branded narrations and manipulate customer behaviour within branded spaces. The significance of architecture in creating branded experiences will be approached through the study of two flagship stores, both located in central London: the NikeTown in Oxford Circus and the Apple Store in Regent Street. Flagship stores are becoming the physical materialisation of the product’s cultural domain and within the boundaries of this domain – physical and contextual ones – customers are invited to experience notions of lifestyle and identity. The analysis of the two buildings focuses on three parameters: first-ly on the spatial configuration and architecture – and the emerging from these social-experiential phenomena – secondly, on the product placement and the mode of their display, and thirdly, on the customer profile and observation of customers’ behaviour inside the store. The methodological approach included the use of analytical tools of Space Syntax. According to Space Syntax Theory, spatial patterns imply a primary distribution of the users’ moving patterns within space. The analysis revealed how the spatial configuration affected the potential ways in which customers experienced retail space. It is argued that both discussed flagship stores present such configurational aspects that enhance the creation of cultural solidarities responsive to the two brands’ advertised identities (Nike and Apple). More specifically, the NikeTown building is argued to be a “conservative”-“moving” spatial model that emphasises on the structuring of “transpatial” references to Nike’s iden-tity, while the Apple Store is considered a “generative”-“static” model that enhanced the creation of “spatial” bonds between customers and brand identity.

Biography:

I am a PhD candidate at The Bartlett School of Graduate Studies, University College London. My academic interests point towards the investigation of the social implications embedded in spatial patterns, both regarding the building configuration and the urban scale. The focus of my research is appointed on the study of socio-spatial interfaces between the users of spatial systems. The paper titled “The Branded Experience: Decoding the Spatial Configuration of Flagship Stores” for this confe-rence is embedded within this spectrum of research focus. I am a member of the Technical Chamber of Greece as a registered Architect Engineer. My academic record includes my studies in architecture at the National Technical University of Athens (NTUA)‐School of Architecture and a Master’s degree in Advanced Architectural Studies (MSc AAS) at the Bartlett School of Graduate Studies, University College London (UCL).

Palaiologou, Garyfalia

University College London/UK

PhD candidate


Branding and designing spaces as enabling radical innovation and knowledge creation

This talk is about designing spaces enabling processes of collaborative knowledge creation and innovation. Their “brand” is bringing forth novelty. These spaces are referred to as Enabling Spaces comprising a wide variety of dimensions, which are integrated into a unified concept. (Radical) Innovation understood as bringing forth (radically) new knowledge cannot be achieved in a purely mechanistic manner. It is necessary to look at processes of knowledge creation (and creativi-ty in general) as highly dynamical, “designerly”, and emergent processes, i.e., one has to provide a complex pattern of enabling constraints. Above that, innovation is an intrinsically epistemological and social process that is the result of a highly complex cognitive process. Following the extended and situated cognition approach (e.g. Clark) from cognitive science we have to embed these cognitive processes into a concrete space. However, this space goes beyond the classical notion of physical space and includes a wide variety of dimensions. The challenge is to integrate these dimensions into a unified space framework. Hence, innovation can be thought of as a kind of social “thinking-with-the-object”-process. The concept of “Enabling Spaces” (Peschl & Fundneider 2011) tackles this challenge of integrating the dimensions in a radically interdisciplinary manner. The framework of Enabling Spaces acts as a container holding innovation processes and activities. The Enabling Space is designed as a multi-dimensional space, in which architectural/physical, social, cognitive, technological, epistemological, cultural, intellectual, emotional and other factors are considered and integrated, aiming to support innovation activities. In this talk both the theoretical foundations and examples from concrete successfully realised projects will be presented as an illustration of Enabling Spaces. Reference: Peschl, M.F., & Fundneider, T. (2011, forthcoming). Spaces enabling game-changing and sustaining innovations. Journal of Organisational Transformation & Social Change (OTSC).

Biography:

Markus F. Peschl is professor for Cognitive Science and Philosophy of Science at the Department of Philosophy [Research Group Philosophy of Science: Cultures and Technologies of Knowledge], Uni-versity of Vienna/Austria. He spent several years at the University of California, San Diego (UCSD), at the University of Sussex and studied philosophy in France.His focus of research is on the question of knowledge (knowledge creation/innovation, construc-tion, and representation of knowledge) in various contexts: in natural and artificial cognitive (neural) systems, in science, in organisations, in educational settings, as well as in the context of knowledge technologies and their embedding in social systems. He follows a radically interdisciplinary approach integrating concepts from the natural sciences, philosophy (of science), from the humanities, as well as from (knowledge) technology.Working on the concept of “socio-epistemological engineering” he integrates concepts of knowledge creation/innovation and knowledge technologies with epistemological and social aspects.Currently he is working in the field of radical innovation, where he developed the concepts of Emer-gent Innovation and Enabling Spaces for knowledge creation.Markus Peschl has published six books and more than 80 papers in international journals and collec-tions. For further information see: http://www.univie.ac.at/knowledge/peschl/

Peschl, Prof. Dr. Markus F.

University of Vienna/Austria

Professor for Cognitive Science and Philosophy of Science

15 September, 2:30 pm, Virtuality&Beyond

3D Story Architecture – Structure and Style of Space-Time Narratives

So far we have mainly 2D films with an attached “Third Dimension”. That is because producers want to have 3D films but also want to milk the 2D markets and because the art of 3D story-telling is not developed yet. In the lecture I want to develop one of the possible models of a 3D dramaturgy based on the following thesis: 3D starts with the script. Each picture “frame” in 3D is a “stage”. The space “topos” and its coordi-nates have (need) “meaning”. 3D movies need depth dramaturgy.

Biography:

Prof. Ludger Pfanz works as a producer, director and author. In 2010, he became director of the institute “Expanded 3Digital Cinema Laboratory”, situated between the College of Design and the Center for Art and Media. He is also head of studies at the symposium “Future Cinema-Future TV: 3D and Beyond”.

Pfanz, Prof. Ludger

Producer, Director, Author


Branding Urban Spaces in Egypt. The Effect of Political Events in Branding Urban Space of “El Tahrir Square”

There are many elements that can affect and control branding urban spaces. In Egypt, the process of urban branding is connected, usually, with some fixed important factors as the historical factor. The old Islamic part of Cairo is an example. Recently, a new factor has appeared in Egypt as an important element in branding urban spaces. It is the political factor and its related national political movement in Egypt. The new revolution of “25th of January”, which has been connected with the urban space of “El Tahrir square”, has formulated this new relation between the urban space in Egypt and the political event. This relation has affected both the visual image and the brand image of the urban space of “El Tahrir square”, not only at the national level but also at the international level. Thus, “El Tahrir square” was transformed from a local typical visual image for the Egyptian urban space to a regional and international brand image for the urban space of liberty.In this realm, the research will discuss this relation between the political factors & events, and the branding process of urban spaces, with an analysis for the urban space of “El Tahrir square”. In con-clusion, the research defines the political factor as a new design constrain for branding any urban spaces in Egypt and the developing countries. In addition, the research will suggest some recom-mendations to deal with the new brand image of “El Tahrir square” in the future, according to the new urban branding factors.

Biography:

Reeman Rehan has graduated in the Department of Architecture, Faculty of Engineering, Cairo Uni-versity in 1997. She has gained both MSc degree and PhD degree in the Department of Architecture, Faculty of Engineering, Cairo University. The title of the PhD thesis was “New Communities Develop-ment – Enabling as an Effective Tool in Sustainable Urban Development”. Now, she is working as an Assistant Professor in the Department of Architecture, Faculty of Enginee-ring, Helwan University, Cairo. She is a member of many professional societies in Egypt, for example the Egyptian Architects Society, the Egyptian Urban Planning Society, and the Egyptian Engineers Society in Cairo. She has a long educational Experience – about 14 years, including four years of post doctoral studies in Germany. In addition she has published many papers in local and international conferences.

Rehan, Dr. Reeman M.

Helwan University, Cairo/Egypt

Assistant Professor


Public Housing as City Branding. The Case of Vienna’s Public Housing Model: a Creative Mode of City Branding in Times of Scarcity.

This paper will be reading the Vienna Public Housing Model as a highly efficient, yet unprecedented instrument for city-branding that creates an added value in a twofold way: (1) it guarantees a con-trollable and sustainable urban development; (2) it produces a highly positive value of the City’s image beyond mere “social and politically correct engagement”. In doing so, the Vienna Public Housing Model as marketing instrument operates in creative and subtle ways in establishing one of the highest living standards worldwide.

Results:Drawing from an extensive empirical analysis from the ESF.ORG/HERA-funded research on the Vien-na Public Housing Model (see: www.scibe.eu) we will be able to present our findings illustrated with extensive material. Our presentation will be encompassing a short introduction into the functioning of the branding-instrument “public housing”. We will be speaking of the housing stock in the city and its role for the branding instrument, we will be touching upon the political background of the model, and we will be presenting best-practice cases of the model and its twofold effects – inside and outside of the City of Vienna.

Conclusions:Public Housing as a branding instrument does not rely on an economy of abundance, but on the contrary, deals creatively with scarcities. The Vienna Public Housing Model therefore might become a role-model for a new and truly sustainable, inclusive branding instrument in times of an unstable financial situation.

Biography:

Current engagement: Andreas Rumpfhuber is the founder and principal of Expanded Design, an office for design/research in Vienna/Austria that focuses on spatial and organisational strategies that acco-modate innovation through design-based research; he is the principal investigator of the EU-funded heranet.info research project, SCIBE – Scarcity and Creativity in the Built Environment, together with Jeremy Till (University of Westminster, London) and Christian Hermansen (AHO, Oslo), and project leader of the Austrian Science Foundation-funded (fwf.ac.at) research project, Architecture of Cyber-netics of Organization, about management consultants Eberhard und Wolfgang Schnelle, their cy-bernetically inspired design method, and the invention of office landscaping in the 1950s in Germany.

Background: Andreas Rumpfhuber was a member of the researchers’ and artists’ collective, round-table.kein.org, at the Centre for Research Architecture at Goldsmiths College in London. He received a PhD scholarship (2005-2008) for the Royal Danish Academy of Fine Arts, School of Architecture, in Copenhagen. His PhD dissertation, Architecture of Immaterial Labour, was supervised by architec-tural theoretican Henrik Oxvig (Copenhagen) and philosopher Juliane Rebentisch (Frankfurt/Main). A reworked manuscript of the PhD will be published in fall 2011 by Turia & Kant Publishers in Vienna.Andreas Rumpfhuber studied architecture at TU Graz (1991-99), the Bartlett School of Architecture (1995-96), and SCI ARC (1999). He graduated with distinction in 1999 from TU Graz under Prof. Joost Meuwissen and Prof. Hans Kuppelwieser.

Rumpfhuber, Andreas, PhD

Expanded Design, Vienna/Austria

Founder/principal


“Social branding between two spaces” – the real world and the digital world. How do social media work as a space for branding?

With the shift in communication to social networks, a virtual “space” has emerged, which is no longer perceived as virtual. The user moves within these networks in the same way as within private envi-ronments, logged in via a laptop, smartphone or iPad. Companies invest in “one-way marketing” and traditional advertising, aiming to bring their brands and products closer to their customers and fans. The brand has an online and offline presence. As a result of Facebook or companies working in part-nership with Facebook, completely new spaces have been created on the German market. Offline shops, cafés, football clubs or electronics stores are able to publish free offers that users can redeem by simply checking into the location via phone. With each check-in, the user’s friends are automati-cally notified that this is a “shop of his confidence”. This is the core of social media marketing: 78% of buyers rely on the recommendations of acquaintances and friends, whereas only 14% rely on adver-tising. Social media are an integral part of social life. They are already used by many as a newspaper or an alternative source of news. TV and radio stations and print advertising have supplemented their offline presence with a presence on social networking sites such as Facebook, Twitter, etc. Social networks are currently the leading media and branding platform. The boundaries between online and offline marketing are blurring. Customers want to take part and be part of their (favourite) products.

Biography:

Dennis Schneider is a respected networking strategist and best known for leading the Facebook revolution. His expertise includes five years of experience in industry and research combined with advanced certifications in international business administration, marketing, performance consulting, training and assessment in London, Málaga and Munich. By the age of 23, Schneider was the on-line marketing coordinator for Bconsulted Ltd./Australia, trade fair organiser for AZ Worldwide and marketing specialist for Mercedes-Benz Freiburg. He has built his career by organising and attending networking events across all industries internationally. Currently CEO of Media Natives Digital, Dennis Schneider helps empower companies via social networks to create and manage more sustainable and viable customer relationships.

Schneider, Dennis

Media Natives Digital UG, Freiburg/Germany

CEO


Shopfitting belongs to yesterday – brand architecture is what matters today

Brands are made at the POS. Shops and stores are communication platforms, which have more to offer than interior design and decoration. They are the professional expression of marketing at the point of sale. Shopfitting belongs to yesterday – brand staging is what it is all about today!In the past, the focus of shopfitting lay on functionality and optimisation – but the future of shop de-sign belongs to a skilfully positioned world of experience. Even the new media and technologies will not change this in any way! Quite the opposite – they positively demand a meeting, which is even more real. The POS will become the antagonist of virtuality: Web 2.0 meets Shop 3.0! Thus, brand architecture is becoming the supreme discipline of marketing. All the specialist trends in communication design come together in the shop to create a joint concept. Is the building and furniture industry up to coping with these tasks, and how will it respond to them? What requirements will this throw up for conventional shopfitting? What does this mean for architects, planners, interior designers, shop fitters and marketing experts? What role will staff play in the future? In the present chaos, is there already any reliable experience we can draw on?Hartwig Schönhart, CEO of Lichtenegger Interior, tries to provide answers to the current questions about the immediate future of shopfitting. His company, based in Carinthia/Austria, is a specialist in staged brand spaces and has developed its own method, known as the “Star Shop Concept”. Purely decorative and advertising measures are far and away inadequate to meet these exciting chal-lenges. The “Star Shop Concept” is a possible answer to the target markets of tomorrow: The POS is becoming quite an adventure!

Biography:

Hartwig Schönhart was born in Wolfsberg in Carinthia, which is where his shopfitting company “LICH-TENEGGER Interior” is also based. The company is a leader in terms of modern brand architecture at the POS. For more than 10 years LICHTENEGGER Interior has been fitting out modern brands within the shop design, and providing advice on integrated brand strategies for shop and store marketing. The “Star Shop Concept” that he jointly developed, integrates all the modern areas of expertise with the focus on shopfitting. Hartwig Schönhart finished his high school studies specialising in agriculture, and then worked for more than 10 years in metal processing. The combination of theory and practice, between production and marketing, has always been at the root of his further education, both professionally and privately.

Schönhart, Hartwig

Lichtenegger Interior GmbH, Carinthia/Austria, CEO


Speech in German language!

The seven rules of Brand Experience Architecture – Case Study: World of TUI, Berlin

NEST ONE’s daily mission consists in creating stimulating multi-sensual brand spaces awakening brand values in an utmost unique appearance. The seven rules of Brand Experience Architecture provide a holistic and creatively inspiring process for involving brand environments and communication concepts. They cover: the powers of experiences, surprises, myths, rituals, group dynamics, brand personifica-tions and the stimulation of all five senses.With the re-launch of World of TUI – the travel agency of the future – NEST ONE designed a manifes-tation of the entire TUI brand, making it relevant to new target groups.

Biography:

Marc Schülings career as a creative Strategic Planner and Brand Coach included companies like Young & Rubicam, Meiré & Meiré, Grey and McCann-Erickson. As Brand Consulting Director at NEST ONE he not only focuses on the perception of brands in an architectural, brand experience context but also on the multi-sensual development of really 360° enabled brands.

Schüling, Marc

NEST ONE

Brand Consulting Director


Designing Branded Lands to Improve Place Image:The Case of Tehran Iranian International Park

The growing competition between cities and places to attract more attention, influences, markets, investments, businesses, visitors, residents, talent, and events occasioned thoroughly by the globali-sation procedures, which encouraged governments and authorities to consider the rapidly developed concept of city and place branding as an inevitable process of making great places. In view of this fact, decision makers are more likely to define branding projects considering making places become and remain competitive.Creating themed spaces as a way of making branded places not only provide values but also as-sess as a controversially common method in making world class destinations. Providing people with unique experience of the place, which is distinct and also fulfills the need for variety makes two main spaces important: heritage places that relate to what is lost and fantasy worlds that introduces stories, which have never been experienced. A combination of these both extraordinary experiences in a themed landscape can introduce history of a place in a recreational way and therefore make a strong image for the space. New ideas for themed spaces that can improve image of the place and make developments a tool for improving cities is one of the challenges of professional urban design. Tehran as the capital of Iran, which is growing with a noticeable pace in physical, economical, soci-al dimensions has a distinctive place among Middle East’s capital cities. According to the vision of Tehran, which is aiming Tehran as a global city and world class destination, one of the common and newly found approaches, as described, would be branded places.The project of “Iranian Park” in the strategic gateway of the capital, aims to address the vision of the city by designing a new park as a destination. The park that is about 180 hectare designed to establish a themed space, which is a mixture of newly built historical landmarks of different parts of Iran and modern entertainment spaces in a fabulous context. So the paper discusses the process of designing such themed landscape from an urban design perspective. The design will be based on a great public participation in different levels. From the low income, low quality neighborhood to country’s thirty provinces. As a result this paper will show how substantially the park as a branded place will bring about considerable economic output by improving place image in local, national, and international levels.

Biography:

Education:MSc Urban Design, Shahid Beheshti University, Tehran, 2010, Thesis: Holistic Approach to Place Making: Case Study on Keyhan, Neighborhood, TehranBArch Architectural Engineering, Shahid Beheshti University, Tehran, 2006

Professional Experience:Since 2008 Senior Urban Designer in Naghsh‐e‐Piravash Consulting Engineers in many urban design projects2008 – 2010 Research Assistant in Center of excellence in Urban Design, Urbanism Department Shahid Beheshti University, Tehran 2007 – 2008 Senior Urban Designer in Arman‐Shahr Consulting Engineers, participated in planning and urban design projects

Seilabi, Aida Esmaeilzadeh

Naghsh-e-Piravash Consulting Engineers

Senior Urban Designer


Archibrand: From non-place architecture to destination symbol

In recent decades branding and architecture have developed strong interdependencies. Compa-nies from Volkswagen to BMW use corporate architecture to showcase their lifestyle products. The building forms now part of an integrated brand experience. “Form follows function” was yesterday! Today’s form is function, is experience, is destination and eventually is brand. Since the success of Gehry’s Guggenheim in Bilbao, media called it the “Bilbao effect”. Space became a spectacle, while place and function lost their meaning? Libeskind’s expressive Jewish Museum in Berlin was opened to the public long before it hosted an exhibition. Cities such as Barcelona, Beijing and Dubai make extensive use of spectacular brand-name architecture to enhance their images and turn selective objects into visual destination ambassadors. The Eiffel Tower and Sydney Opera are long familiar be-fore the tourist has visited the place, while their original functions are now peripheral. As Urry (2000) argued, “the fame of the object becomes its meaning. It is famous for being famous, although the place may have lost the basis of its fame”.However, architecture cannot be developed in isolation, but always evolves from a local, temporal and cultural context. Reviewing the literature, doubts can be noticed regarding the sustainability and the integration of contemporary architecture used as a tourism destination. Augé (2008) talked about “non-places” and Anholt (2004) stated that the product should chime with its place of origin in the consumer’s mind, and that some kind of logic needs to link the two. But has there really been a specific cultural link at the origin of Paris’ Eiffel Tower – today unquestioned symbolising its destination? For French philosopher and semiotician Roland Barthes the Eiffel Tower was a pure and virtually empty sign, a kind of zero degree of the monument (Ockman, 2004). The presentation aims to investigate the impacts of contemporary architecture on development and branding of tourism destinations. The transformational process from non-place architectures to des-tination symbols and Archibrands will be controversially discussed by means of case examples.

Biography:

In Germany, Jan Specht studied architecture and engineering followed by a Master of Business Ad-ministration with a focus on tourism management. He worked as a researcher and lecturer at different European universities as well as on major real estate projects around Europe and the Middle East. Jan is partner and founding member of the intercultural consultancy Cultelligence in Berlin. Since 2009 he is attending a PhD at the International Graduate School of Girona in Spain. He is fellow of the EU Science and Technology Programme China, doing research and teaching at the School of Tourism Management of Sun Yat-Sen University in Guangzhou. Jan investigates the impacts of contemporary architecture on tourism destinations.

Specht, Jan

University of Girona/Spain, Department of Tourism

PhD candidate


A Guggenheim in Every City?

Modern cities are willing to invest remarkable sums of money for their destination image campaigns. The process of branding a city with a new cultural attraction has been a popular way of Image-Buil-ding ever since the success story of the Guggenheim-Museum-Project in Bilbao and the publication of Richard Florida’s thesis on the Creative Class. However, very often the new cultural monuments fail to complete the building project within the limits of their original budgets and thus become subjects of fierce political debates. Elbphilharmonie in Hamburg, the Danish Radio Concert Hall in Copenhagen or the new Music Hall in Helsinki have all exceeded their original budgets with remarkable sums resul-ting higher costs and higher ticket prices for the users of these halls. More public funding is needed and this causes several problems. Why is this part of branding a space so problematic?My presentation approaches these problems with the help of case studies from latest concert hall projects in Northern Europe.

Biography:

Academic Education:Studies in Political Science at Hamburg University, degree: Diplom-Politologe (Graduate in Political Science)Conferral of a Doctorate (Dr. phil.) in Musicology at Helsinki University

Business Experience (selection):1991 - 1994 Sibelius Academy, International Office1994 - 1998 The Finnish Institute in Germany, Berlin, cultural adviser1999 - 2010 Sibelius-Hall Ltd., Managing Director

Expert Activities (selection):2005 - 2010 Lahti Travel Ltd./Finland, Chairman of the Board2002 - 2008 AIPC (International Association of Congress Centres), Member of the Board

Vihinen, Prof. Dr. Antti

Karlshochschule International University

Chair in International Tourism Management


Local Implementations of Branded Spaces. Istiklal Street, Istanbul case

New communication facilities under globalisation process provided an area for the brands to be known all over the world. It became important for brands to be the first and also well-known in their area. When we start to think about the usage of the term “brand” in architectural literature, the first prints can be seen as branding of cities or the spaces formed by brands. Whether the character of space is commonly related with sense of belonging, branded spaces provided a new form of produ-cing space to be international.Although new form of this space producing mentions a standard taste of place all over the world, we focus on the issue that different local implementations of international brands still need to be thought over. The aim of this article is to observe revolution of branded spaces on a local area with its domi-nant local identities.Istiklal Street, that can be considered as the heart of Istanbul, is chosen as a case for this study. The street takes place on the European part of Istanbul, therefore the transformations and changes can apparently be seen in that place during the ages. Although the street can be seen branded with its local identities, we can also observe so many layers of space uses on, to realise the type of different brands the street includes. During the last years lots of well-known branded spaces such as fast food chains, coffee shops, shopping spaces and entertainment centers all around the world (like Mango, Zara, Starbucks, Mc Donald’s … ect.) have been located on the street. They try to bring their existent space concepts to the street just like on the other parts of the world they take place. But this street has a special spatial reflection to branded spaces with its local identities that forces them to change for adaptation. So this interrelation enables new space formations on the intersection of globalisation and locality. City adopts this branding space with revolution. This paper aims to determine this revo-lution by examining different brands on the street. As a result, we want to argue the revolution of “branded space” concept with locality. Istiklal Street can be seen as an efficient example for this situation to reveal metamorphosis such as space design, material usage, consumer profile, … etc. of “branded spaces” that will be related with the street ac-tion. Experiencing and determining the metamorphosis of different local and global branded spaces both take place on the street can supply various discussion focuses in this conference.

Biography:

1998 - 2002 BA in Architecture. Erciyes University, Faculty of Architecture, Department of Architecture 2002 - 2005 MBA in Architecture. Erciyes University, Institute of Science and Technology, Department of Architecture, MBA Thesis “The analysis of designs made for environments in future”

Since 2006 PhD in Architecture. Istanbul Technical University, Institute of Science and Technology, Programme of Architectural Design

Yücel, Seven

Erciyes University, Kayseri/Turkey

Research Assistant, Faculty of Architecture


Place Brand Management: Increasing Place Brand Complexity and Resident-City Identification

The aim of this paper is to determine why and under which condition residents enter into a strong and committed relationship with their place of living. A model will be presented, which outlines how cities could strengthen the resident-city identification by increasing the perceived place brand complexity. The model translates the Customer Relationship Management (CRM) approach of the general field of marketing (Customer-Company Identification) to the field of place marketing and combines it with theory development in Social Identity Theory and Theory of Organisational Identification. It is hypothesised that a strong residents-city identification results from identity fit between the city prototype and the self-concept of the resident. The proposed model outlines the important role of the perceived place complexity as moderating variable. Thus, a higher perceived complexity of a city allows for higher perceived fit between the self and the city, higher optimal distinctiveness, and higher perceived attractiveness of identification with the city.The question of how to increase identification with a place is crucial for place branding and urban governance. Based on a review of existing research in social science it will be outlined that the posi-tive effects of identification are commitment, resilience towards negative information, selective infor-mation seeking and a higher citizen satisfaction. Practical implications for place marketers and a new brand management approach for places are discussed.

Biography:

Sebastian Zenker is currently a postdoctoral researcher at the Erasmus School of Economics, Eras-mus University Rotterdam, funded by the German Research Council (DFG). He finished his PhD at the Institute of Marketing and Media at the University of Hamburg on “Cities as Brands: Quantifying Ef-fects in Place Marketing”. In his current research, he concentrates on places as brands, place brand perception and on resident-city identification. His work was presented at various international confe-rences, book chapters, peer reviewed journals, like e.g. the Journal of Business Ethics, the Journal of Place Branding and Public Diplomacy and the Journal of Place Management and Development. Read more at: www.placebrand.eu.

Zenker, Dr. Sebastian

Erasmus University Rotterdam/Netherlands

Erasmus School of Economics, Postdoctoral Researcher


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09:30 am Thorsten Kadel

Integrating Communication. Bringing Place Identities to Life

Andreas Rumpfhuber, PhD Michael Klein

Public Housing as City Branding – The Case of Vienna’s Public Housing Model: a Creative Mode of City Branding in Times of Scarcity

Stefanie Leontiadis

Defining a Methodological Syntax for the Architectural Interventions in Historically Significant Public Open Urban Spaces

10:15 am Kathrin Cook

Designing effective store concepts

Dr. Melodena S. Balakrishnan

Place Branding Strategy: Understanding the Complexities of Brand Architecture

Dr. Reeman Rehan Dr. Mohammad R. Abd-Elaal

Branding Urban Spaces in Egypt – The Effect of Political Events in Branding Urban Space of “El Tahrir Square”

Coffee Break

11:15 am Hartwig Schönhart

Shopfitting belongs to yesterday – brand architecture is what matters today

Maryam Alirezaei Aida Esmaeilzadeh Seilabi

Designing branded lands to improve place image: The case of Tehran Iranian Internati-onal Park

Prof. Steven Miles, PhD

“Branded space; branded consumers”: spaces for consumption and the uncomfor-table consequences of complicit commu-nality

12:00 pm Prof. Yang Liu

Branded Cultures

Seven Yücel Hikmet Eldek

Local Implementations of Branded Spaces Istiklal Street, Istanbul case

Florin Muresanu, PhD Monica Muresanu

Cannibal Architecture hates BANANA’S – Postcommunist re-branding of historical sites

Lunch

01:45 pm Dr. Erica Liu

Applying Theory of Branding Synergy on Consumer Experience and Spatial Design, a Case Study

Stefan Niemeyer

Reality follows Virtuality – From the particular nature of real Spaces to virtual spaces

Jan Specht

Archibrand: From non-place architecture to destination symbol

02:30 pm Prof. Dr. Antti Vihinen

A Guggenheim in Every City?

Prof. Dr. Markus F. Peschl

Branding and designing spaces as enabling radical innovation and knowledge creation

Cathrin Loose

The Spatialization of Brands

Coffee Break

03:30 pm Marc Schüling

The seven rules of Brand Experience Ar-chitecture – Case Study: World of TUI, Berlin

Gerhard Mahnken

Place Identity and communicative paths in Germany

Prof. Dr. Thomas Bezold

Naming rights for sports stadiums – sponsor of stadiums versus team: Who makes the proper brand?

04:15 pm Dr. Sonja Kastner

Heimatklänge – The conceptual design of branded spaces by means of sonic branding

Prof. Dr. Werner Gronau

Branding in the context of tourism destina-tions: Destination image, Destination marke-ting. Destination branding: Do we know what we are talking about?

Prof. Dr. Bernd Ankenbrand

Brand Value of Real Estate: The contribution of Brand value to property value

Coffee Break

Tateo Nakajima Artec Family of Halls: A study in branding of spaces

Room 306

05:30 pm

06:15 pm Garyfalia Palaiologou

The Branded Experience: Decoding the Spa-tial Configuration of Flagship Stores

Dr. Sebastian Zenker

Place Brand Management: Increasing Place Brand Complexity and Resident-City Identi-fication

Dr. Christoph Engl

Destinations Can Be Brands, Too

Concluding remarks

08:00 am Registration and Welcome

09:00 am Prof. Dr. Michael ZerrProf. Dr. Louise Bielzer Prof. Dr. Stephan Sonnenburg

Introductory Speech

SESSION 1 – Room 302 SESSION 2 – Room 303 SESSION 3 – Room 307

09|15 Schedule Conference Day I

Architecure&Design

Culture&Society

Management&Process Virtuality&Beyond

Place&Destination

Caption:

11:00 am

12:45 pm

03:15 pm

05:00 pm

07:00 pm

Speech in German language!

09:00 am Dennis Schneider Tilman Kunkel

“Social branding between two spaces”: The real world and the digital world. How does Social media work as a space for branding?

Dr. Sven Brodmerkel

Embracing popular culture – Alcohol Brands on Facebook

09:45 am Dr. Laura Baker

Branded Spaces ... Creativity can be created or destroyed

Prof. Ludger Pfanz

3D Story Architecture – Structure and Style of Space-Time Narratives

OPEN SPACE

Prof. Dr. Michael Zerr

Introduction

08:30 am Arrival

SESSION 1 – Room 302 SESSION 2 – Room 303

09|16 Schedule Conference Day II

10:30 am

Open Space Round 111:00 am

Open Space Round 211:45 am

Open Space Round 312:30 pm

Open Space Round 401:15 pm

Open Space Closing Session02:00 pm

Conclusion03:30 pm

Guided tour at ZKM04:30 pm

Voluntary Programme:

Dinner in the city05:30 pm

Thank you for your participation in the international conference BRANDED SPACES in Karlsruhe | Germany.

Photos taken at the conference will be published at www.branded-spaces.de.

We are looking forward to seeing you next year at Karlshochschule International University!

Conference announcement:

The management of diversity in organisations and in the society, e.g. in urban centers and its gover-nance, has been of growing interest in the last decades. Changes in the demographic structures of the population, the migration flux, multiculturalism, the rising awareness concerning minorities’ rights, gender studies, and so on, lead to a complex picture of what “diversity” means. It is largely acknowledged that diversity is a rather complex phenomenon, which defies an easy definition. In many studies, nevertheless, the presumption that diversity can be described as a mono-causal mat-ter remains unexpressed. We know, though, that a mono-causal view does not lead to an adequate analysis of diversity. Diversity can hardly be aligned along only one of the well-known variables like age, gender, nationality, etc. What diversity is, is closely linked to the constitution of social images, social constructions of reality, and that the perception of such kind of reality is manifesting in many different forms.Therefore, we need to develop new perspectives on the topic, making use of inter-disciplinary, pluri-methodical, and border-crossing approaches.

Keynotespeaker:Prof. Juhani Ilmarinen (tbc.)Prof. Renate OrtliebProf. Dr. Alois MoosmüllerProf. Nikola HaleAlexandra Kalev

The conference will offer 3 main tracks (details to be submitted):1. Cultural Diversity in Organisations 2. Age Diversity 3. Diversity and Urban Governance

CALL FOR PAPERS:

Particularly desired are papers about the topics of the conference, which cover any subject in the broader field of narrative and innovation.

Deadline for the delivery of suggestions is the 31 May 2012.

Team:

Prof. Dr. Cordula Braedel-Kühner [email protected]

Prof. Dr. Andreas P. Müller [email protected]

www.narrative-and-innovation.com

Narrative & Innovation: Re-thinking Diversity

Karlshochschule International University is a state-accredited university based in Karlsruhe. It is sup-ported by a non-profit Ltd. company, whose shares are held by a charitable foundation (94%) and the Karlsruhe Chamber of Commerce and Industry (6%).

All degree programmes are management-oriented. Karlshochschule pursues an interpretative ap-proach to management and is characterised by a cultural and constructivist orientation. Special importance is attached to intercultural and normative-ethical issues as well as to qualitative research methods.

Karlshochschule International University offers eight Bachelor’s degree programme and one Master’s degree programme:

BA in International BusinessBA in Intercultural Management and CommunicationBA in International MarketingBA in International Tourism ManagementBA in Management of Meetings, Expositions, Events and ConventionsBA in Arts and Cultural ManagementBA in Energy ManagementBA in Media and Communication ManagementMA in Leadership

Within the framework of the (re-)accreditation procedure the German Council of Science and Hu-manities recently reviewed the achievements of the Karlshochschule in teaching and research and – due to the overall very positive development – issued an extension of the accreditation period to ten years.

In the new CHE University Ranking Karlshochschule also performed outstandingly. Both in the ca-tegory overall study situation as well as in the categories practical orientation, internationality and studiability Karlshochschule was rated among the top group. Therefore, five years after its creation, it already belongs to the best universities of applied sciences in the country.

Karlshochschule International University Karlstraße 36 - 38 76133 Karlsruhe

Phone: +49 721 1303-500 Fax: +49 721 1303-300

E-mail: [email protected] www.karlshochschule.de

Portrait of Karlshochschule

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