Architecture Firms and the Role of Brand Management

Abstract

The core business of architects is design. Design supports brand strategy in most other types of firms. Where design is the core business, brand follows design. The brand originates from design quality and the service reputation of the firm. Brand and marketing are underdeveloped areas in architecture firms, and brand is underdeveloped in theory and practice. The dimensions of brand management are examined conceptually and through five architecture firms that have developed vertically integrated service strategies, design–construction–development, to realize high-quality design in the end-product. Design solicits an emotional response from clients, creating a sense of self. Thus, brand identification and management are instigated, reinforced through implicit relationship marketing, despite explicit professional disdain for marketing being prevalent, especially for strong ideas and strong ambition firms. Key account management functions are found to play an integrating role. A primary conclusion is that design firms would benefit from brand development through the explicit relationship marketing generally and key account management roles in particular to further enhance brand management and design through relationship marketing.