Open Access Te Herenga Waka-Victoria University of Wellington
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thesis
posted on 2021-11-12, 20:36 authored by Melsom, Zane

This thesis investigates how to advance the theory of Anna Klingmann, an architectural brand theorist and the author of Brandscapes (2007). In Brandscapes Klingmann writes that people use brands to represent who they are and that brands simultaneously represent and shape people according to the values associated with them. Klingmann applies this concept of branding to architecture, proposing that all buildings have brands which represent and shape society. Klingmann argues these brands can be strategically used to shape society in the direction of enhanced wellbeing.  This thesis argues however that Klingmann’s notion of wellbeing emphasises the economic dimensions of the concept, and therefore only addresses how the brands of architecture can enhance economic wellbeing in society. This thesis proposes that Klingmann’s theory can be advanced by investigating non-economic elements of wellbeing and how these can be conveyed through the brands of architecture. This investigation focuses on the context of Wellington, New Zealand, and uses the framework provided by the New Zealand Ministry of Social Development in its 2010 Social Report to define non-economic elements of wellbeing. The thesis uses the methods of literature review, case study analysis and design research to advance the theory of architectural branding. Overall, the thesis argues that advancing Klingmann’s theory beyond its economic focus can contribute to a better understanding of how the brands of buildings can be used to enhance the non-economic wellbeing of society.

History

Copyright Date

2013-01-01

Date of Award

2013-01-01

Publisher

Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Architecture

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level

Masters

Degree Name

Master of Architecture (Professional)

Victoria University of Wellington Item Type

Awarded Research Masters Thesis

Language

en_NZ

Alternative Title

Re:Branding

Victoria University of Wellington School

School of Architecture

Advisors

Brown, Daniel