A Study of the Concept of Image as expressed through Corporate Landscapes

In recent years corporations, are becoming increasingly concerned with their image. This is called branding and can involve a variety of activities that shape attitudes and opinions about the company. The appearance of a company's physical environment and facilities is one factor that potentially influences the company's image. However, there is very little empirical research that explains this relationship between the built environment and its significance to a corporation's image. The objective of this study is to examine and explain the role of landscape as it contributes to corporate image. In doing so, the study investigates three corporations, analyses their landscapes and provides an understanding of the image building process by interviewing the management, employees and landscape architects of these respective corporations. It is observed that landscape can play a major role in shaping corporate image. Consequently, the results of this study suggest that corporations must consider landscape an integral part of the image building process; and landscape architects must consciously consider corporate image while designing landscapes for corporate clients. The study concludes by providing possible design prompts for image conscious corporate clients.

Name thesis:degree_name

Master of Landscape Architecture

Level thesis:degree_level

masters

Discipline thesis:degree_discipline

Landscape Architecture

Department dc:contributor.department

Landscape Architecture

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2008

Author dc:creator

• Malhotra, Archa

Chair dc:contributor.committeechair

• Miller, Patrick A.

Committee members dc:contributor.committeemember

• Katen, Brian F.
• Johnson, Benjamin C.

• Corporate Image
• Employees
• Landscape Architect
• Corporation
• Image Building.
• Landscape Architecture

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

etd-05072009-215915

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/32336