The diploma thesis focuses on uncovering the most sensible approach towards designing a brand strategy. The CBIM (Corporate Brand Identity Matrix) approach will be used as a base of the research. Its suitability is tested by applying it to brand revitalization of a co-working space called Pisarna. The thesis then assesses the produced strategy’s usability by designing a refreshed visual identity for the place. The theoretical part firstly defines the basic concepts of branding and revitalization. It then introduces the CBIM approach and, with the help of corresponding literature from the field, inspect it’s process. It also explains how to develop a visual identity and gives the research approach to evaluate the CBIM approach’s suitability. The experimental part describes techniques and methods that accurately analyze an organization that is being researched and its corresponding background. These then produce the data necessary for designing a successful brand strategy. The work also details the phases of designing a visual identity and outlines their order. The results include verdicts of the carried out research and are then used to lay the foundations of Pisarna’s brand. Incorporated is also an analysis of Pisarna’s visual identity before the changes. Everything mentioned will be supported with visuals and their reasoning. The conclusion includes an opinion on the CBIM approaches suitability and showcases a plan of the next steps in Pisarna’s corporate brand revitalization.
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