國立虎尾科技大學 |

Developing a Local Brand Through the Understanding of Sense of Place.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Developing a Local Brand Through the Understanding of Sense of Place./
作者:	Wallstedt, Sarah M.
面頁冊數:	1 online resource (145 pages)
附註:	Source: Masters Abstracts International, Volume: 58-02.
Contained By:	Masters Abstracts International58-02(E).
標題:	Design. -
電子資源:	click for full text (PQDT)
ISBN:	9780438448445

Developing a Local Brand Through the Understanding of Sense of Place.
Wallstedt, Sarah M.

Developing a Local Brand Through the Understanding of Sense of Place. - 1 online resource (145 pages)

Source: Masters Abstracts International, Volume: 58-02.

Thesis (M.F.A.)--The Florida State University, 2018.

Includes bibliographical references

Distinguishing a company or product through a brand has become increasingly significant as competition and similarity of products have amplified. Fundamental brands, still in existence today, characterized the forward-thinking that has led to the use of business branding to distinguish a product or service. This branding became based on the connection the brand would form by knowing the consumer in order to offer not only functional but also emotional value. Over time the emotional value would create a lifelong relationship between brand and customers, making top brands now global household names throughout America (de Swaan Arons, 2011). The downside is that globalized branding can create a lack of individuality that can diminish the identity consumers feel while experiencing the brand (Park & Petrick, 2006). Maintaining identity within a local community is essential because invested individuals are more likely to participate in volunteering and civic engagement, leading them to develop a greater sense of local pride (Tiesdell, Oc, & Heath, 1996). This project explores the role local branding plays within a location's sense of place and how it impacts the community's identity and feeling of place attachment. The final solution is the design of a hospitality food and beverage venue tailored to the needs of the local users and their desire for a sense of place. The project is placed in a heritage building in Savannah, Georgia.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780438448445Subjects--Topical Terms:

595500
Design.
Index Terms--Genre/Form:

554714
Electronic books.

Developing a Local Brand Through the Understanding of Sense of Place.
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245 1 0 $a Developing a Local Brand Through the Understanding of Sense of Place.
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500 $a Source: Masters Abstracts International, Volume: 58-02.
500 $a Adviser: Kenan A. Fishburne.
502 $a Thesis (M.F.A.)--The Florida State University, 2018.
504 $a Includes bibliographical references
520 $a Distinguishing a company or product through a brand has become increasingly significant as competition and similarity of products have amplified. Fundamental brands, still in existence today, characterized the forward-thinking that has led to the use of business branding to distinguish a product or service. This branding became based on the connection the brand would form by knowing the consumer in order to offer not only functional but also emotional value. Over time the emotional value would create a lifelong relationship between brand and customers, making top brands now global household names throughout America (de Swaan Arons, 2011). The downside is that globalized branding can create a lack of individuality that can diminish the identity consumers feel while experiencing the brand (Park & Petrick, 2006). Maintaining identity within a local community is essential because invested individuals are more likely to participate in volunteering and civic engagement, leading them to develop a greater sense of local pride (Tiesdell, Oc, & Heath, 1996). This project explores the role local branding plays within a location's sense of place and how it impacts the community's identity and feeling of place attachment. The final solution is the design of a hospitality food and beverage venue tailored to the needs of the local users and their desire for a sense of place. The project is placed in a heritage building in Savannah, Georgia.
520 $a The research included both a qualitative and quantitative focus group study which examined how understanding sense of place can lead to the creation of a local brand. This method involved a one-hour focus group study, which was comprised of members of the Savannah Chamber of Commerce who were primary stakeholders in the community. The principal investigator developed three distinct branding packages that were utilized for this research. The brand package designs were founded on theory adapted from Kwon's (1998) four principles of sense of place. The survey questions addressed the site location, building type, space function, fare, and pricing and how these factors of location were informed by the four principles of sense of place: criticality, authenticity, site-specificity, and inclusivity. This focus group method allowed members of the group to interact and influence each other during the discussion.
520 $a The research obtained through the focus group study was analyzed by the principal investigator to produce qualitative and quantitative data. The audio portion of the study was transcribed and allowed the principal investigator to revisit and glean data from the discussion portion of the focus group study. The questionnaire responses were coded by the principal investigator and analyzed against the four principles of sense of place. The data revealed that participants gravitated towards designs that felt humanistic and appeared to have been crafted by hand. There were nuanced differences in the general perception of the brand packages. Common themes which emerged from the study informed design guidelines that assisted the principal investigator in creating a local brand for a food and beverage hospitality project, located in a heritage building that supports sense of place.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Design. $3 595500
650 4 $a Architecture. $3 555123
655 7 $a Electronic books. $2 local $3 554714
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710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a The Florida State University. $b Interior Design. $3 1188773
773 0 $t Masters Abstracts International $g 58-02(E).
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10840414 $z click for full text (PQDT)