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Branding The Corporate Winery

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thesis
posted on 15.11.2021, 09:15 by Sansom, Finn

Corporate branding can be an important part of a company’s communication strategy. The corporate identity shapes how a company is known and perceived by the public. Logo’s, jingles, products and advertising are only part of the shaping of this image. It has been identified that architecture can play a significant role too (Melewar & Jenkins, 2002).  The wine industry in New Zealand is very competitive and has a very involved relationship with the public. This thesis explores how a wine company can display corporate values through architecture.  Using Pernod Ricard as the company, and a new winery production facility as the case study, the thesis will use architectural design elements to produce a functional winery with a unique experience driven by Pernod Ricard’s values. Being an international cooperation, place specific values as well as sub-brand values compete with core values of the company. These factors present an interesting architectural investigation.

History

Copyright Date

01/01/2015

Date of Award

01/01/2015

Publisher

Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Architecture

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level

Masters

Degree Name

Master of Architecture

ANZSRC Type Of Activity code

1 PURE BASIC RESEARCH

Victoria University of Wellington Item Type

Awarded Research Masters Thesis

Language

en_NZ

Victoria University of Wellington School

School of Architecture

Advisors

Danielmeier, Tobias