The Phenomena of Branding Places: Waikiki

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Laura_Peter_Spring 2012.pdf (41.82 MB)

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2012-05

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Ashraf, Kazi

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Architecture

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This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.This doctoral project focuses on the ambiguous phenomenon of branding places, attempting to clarify its content, form, and nature. The goal of this investigation is to analyze conceptually how the precise mode of branding places differs from branding products. Through critical analysis, the ways in which places are branded as commodities are deconstructed and evaluated. Although, there are positive aspects associated with branding as a mode of place-making and place-thinking, there are also various contradictions and paradoxical aspects that require clarification. Examining this phenomenon through its functions, instruments, and motivations, I aim to reveal the structure and nature of branding places. scope This investigation has two scopes. One scope will analyze the general nature of branding with a focus on branding products versus places. The second scope will be a more specific and precise investigation of a brand place, which will result in useful empirical materials and information. Waikiki, located in Honolulu, Hawai’i, will be the brand place for the second scope of this investigation. methodology Branding places is a complex and layered topic for exploration. Thus, the systems and methods of inquiry for this investigation will take a mixed approach. Case study research is conducted as the primary method of investigation. Observational research is utilized to decipher this phenomenon of branding places in a natural setting. Surveys, conducted on site in Waikiki, allow for a better understanding of specific aspects in relation to this research topic, from multiple perspectives. Comparative analysis is utilized for the articulation of complex relationships between the branding of products versus places. The examination of branding reveals the image as a prominent characteristic. Hence, this investigation will utilize the image as a means of deconstructing and analyzing the branding of places. Visual rhetoric is the prominent framework through which communication and meaning are analyzed. theory This project anticipates that the prospect of branding places poses several contradictions. Branding has come into the paradigm of place-making and architecture from the realm of product marketing. While places are currently being branded in a similar fashion as products, there are fundamental differences between them. Theoretically, places are not capable of being holistically controlled in the same way that products are. Places cannot really be packaged and sold in the same way as products. Metaphorically speaking, places do not fit into a box or brand package because they are far too dynamic and constantly in flux. Nevertheless, places are being branded. This study will attempt to critically analyze the tension, ambiguity, and validity of branding places.

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http://hdl.handle.net/10125/45698

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181 pages

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2012
D.ARCH. - Architecture
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