278 日本建築学会技術報告集　第 26 巻　第 62 号，278-283，2020 年 2 月 AIJ J. Technol. Des. Vol. 26, No.62, 278-283, Feb., 2020 DOI https://doi.org/10.3130/aijt.26.278 APPLYING BRAND MARKETING TO ARCHITECTURAL DESIGN IN URBAN DEVELOPMENT : STUDY FOR SHIBUYA SAKURAGAOKA REDEVELOPMENT 都市開発における建築デザイン にブランド戦略を活用する試み 渋谷桜丘再開発でのスタディ Chieko AOKIーーーーーーーー ＊1 Nobuaki FURUYAーーーー ＊2 Keywords: Brand Value Creation, Redevelopment project, Architectural design, Brand marketing, Commercial space キーワード： ブランド価値創造，再開発事業，建築デザイン， ブランドマーケティング，商業空間 青木千栄子ー ーーー ＊1 古谷誠章ー ーーーー ＊2 Brand building and marketing are known effective value creation means for companies and businesses. This paper reports on the innovative application of such brand building methods (Brand Value Creation) in a large scale redevelopment project for Shibuya Sakuragaoka, and provides an assessment of its benefits: the architecture becomes distinctive brand symbols, achieving synergies with other brand marketing symbols, and delivers higher income and return on investment by delivering higher customer value. *1 Representative Director, c.blue inc., MS, MBA . *2 Prof., Dept. of Architecture, Faculty Science of Engineering, Waseda Univ. *1 ㈱シー・ブルー　代表取締役・修士（工学）・MBA （〒 160-0007　東京都新宿区荒木町 21-1） *2 早稲田大学創造理工学部建築学科・理工学研究所　教授 1. Background and purpose Countries, regions, cities, and communities engage in building brand identity (identity of place) to create sustainable advantage in a highly-competitive, globalized environment to win over economic value from residents, visitors, and investors, by drawing upon their natural and cultural assets, and their product and experience offerings. In large-scale urban redevelopment projects, like Shibuya Sakuragaoka, the magnitude of change fundamentally resets such brand identity, creating an opportunity and need to rebuild it. Today this is done primarily through a new brand name, logos and slogans, characters, advertising and public relations campaigns, community activities and cultural events. In Japan, there are no observed cases where architectural design is deliberately programmed into the brand building of urban redevelopment projects,* 1 despite the fact that architecture comprises a big part of total project investment and there exists a general appreciation of the Bilbao effect* 2 which has demonstrated the potential for architecture to create identity and recognition of place. In the Shibuya Sakuragaoka redevelopment project, a novel approach, Brand Value Creation (BVC), which applies brand-building concepts and principles developed in marketing to the process and outcome of architectural design in urban redevelopment, has been taken to ensure that its architectural design is an integral part of its newborn identity of place, its brand identity. This research reports on the innovative methods of the BVC approach at Shibuya Sakuragaoka and provides an assessment of its potential benefits. 2. Brand Value Creation 2.1 How brands create value The American Marketing Association (AMA) has defined a brand as a “name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers,” and also as “an intangible asset that is intended to create distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values.” Brands enable businesses to create financial value, referred to as brand equity* 3 , through revenue and market share growth. ref2) Brands are valuable to businesses, as customers associate positive experiences of the functional and emotional benefits of products and services to brands in their memory structures anchored to the brand name. Businesses invest significantly in market research to gain fact-based insights on customer needs and behaviors to deliver these benefits, and in brand marketing and communications to increase the brand’s mental availability* 4 . The more available it is in the customers’ minds, the more likely to be bought, which will result in more revenue share. ref3) Unfortunately, as described by researchers at the Ehrenberg-Bass Institute, customers are “uncaring cognitive misers” or “emotional, distracted viewers” ref4) who rely on heuristics for purchase decisions and whose attention is hard to get. To gain their attention, businesses invest in distinctive brand assets* 5 , besides the brand name, as listed in the above AMA definition to broaden the sensorial impact of a brand on customers’ memory structures and own an additional means to anchor desired associations. A name is just a word; seeing a colorful logo or hearing a familiar jingle in TV advertising that is associated with that name provides much richer sensorial impact on memory structure. Successful brand assets are distinctive, well-known and unique, and are used consistently across different manifestations of the brand. ref5) In the Shibuya Sakuragaoka project, the term “brand symbols” is