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Approaching Branded Spaces

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Branded Spaces

Part of the book series: Management – Culture – Interpretation ((MCI))

Abstract

Why is it worth studying branded spaces now? First of all, as brands and branding are radically transforming, brand owners have begun to perceive the relevance and booster qualities of space for branding brands. In a global and fast changing world, branded spaces are becoming icons, cornerstones or lighthouses for brands, for their image and for their relationship to their agents. Space “increasingly becomes (de facto if not de jure) the brand” (Sherry 1998: 112). Even more, as Arvidsson (2005: 236) argues, we are on a way to “end up living in a well nigh all-encompassing brand-space”.

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Author information

Authors and Affiliations

  1. University in Karlsruhe, Karlsruhe, Germany

    Stephan Sonnenburg

  2. Graz, Austria

    Dr. Laura Baker PhD

Authors
  1. Stephan Sonnenburg
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  2. Dr. Laura Baker PhD
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Correspondence to Stephan Sonnenburg .

Editor information

Editors and Affiliations

  1. Karlsruhe, 76133, Germany

    Stephan Sonnenburg

  2. FH Joanneum University of Applied Sciences, Alte Poststraße 147-154, Graz, 8020, Austria

    Laura Baker

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Sonnenburg, S., Baker, L. (2013). Approaching Branded Spaces. In: Sonnenburg, S., Baker, L. (eds) Branded Spaces. Management – Culture – Interpretation. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-01561-9_1

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