A study on type of iconic architecture on place branding perspective

Abstract

(Background and Purpose) Iconic architecture has been strategically erected for the purpose of marketing in the present age. The heteromorphic appearances and unique style of iconic architecture produces an instant iconic image. For places that seek to become tourist destinations, iconic architecture is one of marketing strategies employed to attract tourism. The purpose of this study is to classify iconic architecture in order to lay the foundation for further research and to enhance place competitiveness. (Method) The methodology used in this study is as follows: First, a literature review of each of the following topics is conducted: place branding communication, image and identity, and place branding type. The factor of place branding identity was discovered as a result of the literature review. Second, 12 case studies were selected to provide a deeper understanding of iconic architecture. Third, these 12 cases were classified using an expert questionnaire. Three types of iconic architecture were then derived from the results of said questionnaire. (Results) The case studies using existing images received many responses in nature and in spatial culture. Conversely, exterior design is the most important type, with artistic culture and infrastructure having a high function at no-use of existing image cases. In other words, when using the image of the place, it is important that the unique local elements of nature and place culture are highlighted and that the attributes of the artistic culture and of the facilities are emphasized when the existing image is not used. Case studies reinventing the existing image of the place seem to strengthen the existing culture with artistic culture, as the attributes of artistic culture and spatial culture are both deemed important. (Conclusions) The study identified three types of iconic architecture for the purposes of place branding: image intension type, image reinvention type and image rebirth type. The image intension type of iconic architecture aims to become a landmark in the place, using images of the area that conform to the local culture and environment in order to create an iconic architectural identity. Exterior design and artistic culture are reflected in its iconic architecture as a whole, while representing and renewing the existing image with fresh new designs and functions. The image reinvention type iconic architecture aims to become a landmark in which the public to perceive a new image, using an altered and recreated image in spite of a declining or negative image of the place. The function, the exterior design, and the artistic culture in the space change the existing image and convey the vision of the new area to lead a revival. The image rebirth type of iconic architecture is image-creating, with a strong design focus on iconic architecture, rather than faded or depleted images. Exterior design, art and culture aim to convey the vision of the place and create new sights for the tourism industry.