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Brand, Metaphor and Translation in Interior Design (Brand (Branding…
Brand, Metaphor and Translation in Interior Design
Brand
The identity
Positioning
Emotional base
Focus
Consistent service
How customers perceive you
Branding
Positioning statement of your brand
Audience
what do you want the audience to associate with the brand
Perceived against competitiors
Factors
Promise
Perceptions
Expectations
Persona
Elements
(extra marks)
Value proposition
why you should work with a brand
convince the client
describe key benefits
differentiates your brand against other competitors
customers problems
Building narrative and atmosphere
Features
Light
Affects mood
Object
tangible/intangible
Air
sound, heat, odour
Materials
the texture, quality, colour, tone
Sound
Amplifying, transmitting, stillness, silence
Sensorial
Immediate human response
Human centered design
Case study
cultural adaption to regional condition