品牌都市主义理论研究

A study on Brand Urbanism Theories

本文梳理了西方品牌都市主义相关理论,综合了包括品牌景观、品牌之城、品牌中心、新公司城镇等多视角下关于品牌公司影响城市空间的研究。结合品牌营销和城市设计的视角,将品牌都市主义研究归纳为品牌形象景观、品牌体验空间、品牌城市营造3个议题,分别讨论品牌与空间关系、空间表现形式、空间设计建议,搭建品牌都市主义研究框架。

This article composes the western brand urbanism theories and synthesizes the research on brand companies’influence on urban space under multiple perspectives including brand landscape,brand city,branding center,and new company town.Combining the perspectives of brand marketing and urban design,the research on brand urbanism is grouped into three topics:brand image landscape,brand experience space,and brand city making,which discuss the relationship between brand and space,space form,and space design suggestions,respectively,to build a framework for brand urbanism research.