Abstract
This article presents brandscape as an element of placemaking on the example of the city of Poznań. The subject is attracting increasing attention due to the growing interest in brand scape as an element of place promotion. In the proposed scientific approach, the architectural form is treated as an expressive brand of space. The research results support the theory that the appearance of architectural objects creates the brand of a place. Thus, the architectural form (appearance) is an element of the so-called marketing communication. Brand strength was measured by the questionnaire method using quantitative indicators. This research is a springboard for further research into placemaking theory.
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Bonenberg, A., Ingarden, K. (2021). Bradscape - An Element of Placemaking on the Example of the City of Poznan, Poland. In: Charytonowicz, J., Maciejko, A., Falcão, C.S. (eds) Advances in Human Factors in Architecture, Sustainable Urban Planning and Infrastructure. AHFE 2021. Lecture Notes in Networks and Systems, vol 272. Springer, Cham. https://doi.org/10.1007/978-3-030-80710-8_17
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