Indian J.Sci.Res.

7 (1): 212-222, 2014

ISSN: 0976-2876 (Print)

ISSN: 2250-0138(Online)

BRANDING WITH THE HELP OF INTERIOR DESIGN

NADIEH IMANIa1 AND VALI SHISHEBORIb
a

Assistant Professor of Architecture at the University of Art, Art University, Tehran, Iran
Department of Interior Architecture, Faculty of Architecture and Urbanism, Art University, Tehran, Iran

ABSTRACT
In recent decades, with development of sales and Competition methods in markets, brand has an important role in
market and this has an effect on interior architecture particularly in addition to effective aspects of architecture on branding in
concepts of brand formation in customers mind and by creating indicator environment enables customers to establish brand
identity in individuals mind by visual perception of the environment and spatial readings. The main question that this research
can be stated as follows that how with the capacity of interior architecture, Brand can be created? Through evaluating the twelve
factors of Mac Cato in creating successful brand and also by considering interior designs items form Clive Edwards and John F.
Pile point of view it has pointed to some great samples of construction od brands environments and in following, the relation of
two concepts of brand and interior architecture have been analyzed with appropriate case studies. The analysis show that, using
interior architectures indicators according to the brands type, its texture and provided product or service, the great
environmental quality has been created to transfer the concept of brand much better and a particular environmental feature can
be stick in mind as well.
KEYWORDS: Branding, Brand Characteristics, Interior Design

Is Brand a word that has been used from old

days or it made by societys evolution and based on new
needs? Did people in past centuries, as well as the people
living in today's consumer society, familiar with this word?
Initially, the Necessity of brand recognition is its
definition.so first of all it will point to the definition and
concept of Brand. "Emergence of Brand and its
formation is an important issue that in this article we will
refer to its different aspects. Branding is a word can
direct toward the research answer with its exact definition.
Brand is being made to transfer a concept and by brands
message transition creates a norm. Constructive elements
of brand are different in various time and places and each
brand should be investigated with its own background
separately.
By developing societies and expansion of buy and
sale, competition in the market arena seems obvious.
Nowadays, by diversity of goods and factories and
manufacturing companies, brands and branding issues has
been raised and found a strong role in business for itself, in
a way that a particular brand presents itself around the
globe, beyond the dimensions of only one country. Brands
for distributions of its products and services require an
environment which should have features to represent the
brand identity to the customers. Interior design can play a
fundamental role for such representation. The environment
shall be designed by utilizing interior architecture elements
like new and updated materials, colors, lights and spatial
patterns in order to indexing concept of brand for the

Corresponding author

customers, also the environment to be influential in

defining the brand. To explain the relationship between the
two scopes, initially the definition of brand and branding
has been studied, and then the influential factors in
emergence of successful brand by Mac Cato have been
considered. Furthermore, factors of brand which can be
used in interior architecture with case samples have been
explained, and finally, by presenting design solutions, the
relation between interior design with branding has been
explained. This research is very important due to being
original and has not been considered ever. Such
significance will be doubled if one considers the position of
domestic companies in the export of products; since mostly
are in lack of strategies to introduce their products. Also, in
domestic trade, providing an identity for the company is
considered as invisible capital. Activists of this area sought
to establish such trust and on the other hand customers are
looking for high quality products. The environments of the
brand by utilizing interior architecture capacities can be the
intermediary loop between these two.
Reasrch methodology: The research method for this study
is descriptive-analytic. The ways of access to information
were, library studies, publications, articles, and domestic
and foreign thesis and the analysis method was use of the
qualitative inputs analysis and interview with experts
Research background: In the country of Iran, researches
about brand and branding have been studied which is
limited to consumer society social status and the features of

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

products and the companies. For instance, Brand

Dimensions influence on repurchase intention of customers
of Refah chain stores in Tehran has done a survey on
services sectors and concluded that brand evidences (The
main service, employees, brand, service, environment,
price, sentiments, and compatibility with personal
understanding) influence directly on satisfaction, attitudes
and behavioral intentions. In research the study of the
effect of brand social power dimensions based on
customers' mental level of preparedness on the decision of
purchasing it is considered brand social power as the
mentality and understanding that customers can take in the
process of decision-making for purchasing about the
features of the brand and by choosing typology of French
and Rayon (1959) from social influence, identified and
concluded five bases of social power which the impact of
brand social power dimensions in various levels of mental
preparedness of customers in purchase decisions are
different. In Branding, the heart of business strategies a
conceptual modeling for structuralizing standardizing
decisions and making compatible the international brands
has been provided and its requirements have been evaluated
which as a result keeping fundamental concepts of brands
between countries and adapting its implementation for
adjustment the local differences has been confirmed. In
Latin researches Architecture as a brand: store design and
brand indicator has been done that the brand interactions
and architecture has been studied. Also in Washington D.C
Art University, master degree thesis which retrospective
advertise of Polo Ralph Lauren utilized interior design for
defining a brand of a garment manufacturing company.
Brand and Branding: Brand shall be known as a familiar
name that indicates a specific product from a specific
company. There are definitions for brand, which some of
them can be pointed out. The term Brand in MerriamWebster dictionary is defined as: A kind of product that is
known with its name as a product of a company or a
factory or mental image of consumer towards product:
Brand is visual feature from a set of products or services
of a common source. (Dictionary, 2013) Brand defining is
an indication that is seen in most definitions, and in another
definition: Brand is name, term, sign, symbol or a
combination of them that is used for identification of
products and services of the seller. From the above
definitions, it is notified brand has a specific feature that
distinguishes itself from other products. This feature can
include variety of elements and may have led to the
forming of certain mentality. Certain mentality forming of a

Indian J.Sci.Res. 7 (1): 212-222, 2014

brand is related to its hidden value. The value which has led
to the attraction of the customers and it is recorded
significantly in their mind. Hidden value in a brand
usually relates to the certain mentality and perception of a
context is practical when attracts customer; for instance,
prevention from heart attack can be the reason to buy drug.
Mentality from a brand, is a series of brand perceptions that
are significantly organized in the mind of the consumer and
the perception from a brand is anything lovely of the brand
that helps in forming mentality towards the brand or
whatever you have in mind towards a brand. Brand
perceptions in a way that how fulfill customer needs both
build the definition and also the meaning of product.
(Morgan, 1999) This mental context in customer is known
as Mentality from a brand that in case of defining and
proper targeting can lead to customer loyalty to the brand.
This mentality can be created by factors whichever to be
more careful in definition and transfer of these factors,
more successful brand will be made, which remains more in
the consumer mind. (Kirby, 2010)

CHARACTERISTICS EXTRACTED FROM A

BRAND TO DESIGN
By recognition of brand emergence factors and
highlighting them, can design mentality from Brand such
a way to be remained for long-term in mind of consumer.
Various factors may be involved in the creation of brand
that Mac Cato classified them in 12 categories. These
factors are: History, logos, brands and branding, enthusiasm
and dependence, alchemy and witchcraft, globalization,
curiosity, entrepreneurship, persuasion, psychology of
heroism, intuitive and creative thinking. Due to the capacity
of these factors in brand design, briefly each one of them
will be studied and explained through case samples.
Investigation of these twelve factors related to the design of
brand interiors can prevent sided orientation towards the
subject. Later, by analysis of stores and exhibitions of
international well-known brands the relation and the
influence of interior architecture towards brand will be
studied. In order to prevent generalization in this field, each
one of Mac Cato factors is studied specifically and then the
role of characteristics of interior architecture has been
presented to them.
Most of the brands has history that the designer
can aid the introduction of brand by highlighting it, and
also this history leads customers to trust the brand more
easily. (Davis, 2009) Donor wall is a proper example in
Baylor College of Medicine. Donor wall shows the history

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

of institution. Here for introducing an institution as a

medical group in international societies crystals and lights
are used. This sign indicates the history, missions and
Baylors broad and hopefulness objectives and Baylor
humanitarian community that have created many changes in
medical science. (Figure 1 and 2). (Lorence 2010)

Figure 3: Sony Ericsons exhibition (Lorence, 2010)

Figure 1: Donor Wall (Lorence, 2010)

Figure 2: Donor Wall (Lorence, 2010)

Identity in brand is considered as moral capital

that has a great impact in customer attraction. Brands that
they can establish their own existential identity in the
customer's mind can make up for years of operation.
(Heidarzadeh, 2011 Autemn) In order to show the identity
of the brand, variety of designs has been made, we only
point out two of them. The first one is the headquarter
lobby of Adobe company that establishes color identity in
its software. The design of this board 6 in 7/6 meters with
changeable colors of the logo are taken from Adobe
Illustrator software. This design is made for transferring the
identity of Adobe and mentioned software to lobby of
headquarters of this company. (Lorence, 2010)(Figure 4)
The next example is Clerk Company which showed its high
quality products by utilizing the type of materials in the
fair. This design indicates that the quality of materials
used in trade fairs of advanced products specifically the
booth of developed manufacturing company such as Clerk.
By using higher quality materials in process of production,
the competition between manufacturers will be more
compact. (Lorence, 2010)(Figure 5)
Figure 4: Adobe central office lobby (Lorence, 2010)

Logo in brand may be the most visible aspect of

sustainability in the customer's mind. Most of brands are
remembered by their logos. (Divandari, 2010 spring) The
design of logos is a separated issue which is not mentioned
in this article. But due to its essential existence in brand, the
way of using such feature in interior design will be
considered. Items can be outlined that brand logo in interior
area has been used directly and caused certain mentality
forming. For instance, in exhibition booth of Sony Ericson,
the logos of both companies have been used. Joining
together two giants in the field of electronics, Sony and
Ericsson, requires a very impressive exhibition structure.
This plain white booth was beautifully placed among other
exhibition booths. LYD has used two letters of S and E as a
two-story for specifying the booth, providing an
outstanding design, and an image of Sony-Ericson.
(Lorence 2010)(Figure 3).

Indian J.Sci.Res. 7 (1): 212-222, 2014

Figure 5: Clerk exhibition (Lorence, 2010)

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

In philosophical writings, theres a subject mostly

discussed named authority. This Discussion about
"enthusiasm and dependency" can also be extended. Klein
Laments in the book without logo deplores many people
buy things they do not need. This includes an important
note. Most of philosophy scientists believed that purchasing
is one of fundamental needs of human and the proof of his
claim is the markets and shopping centers as public meeting
places throughout history. (Cato, 2010) Fulfillment of
these needs can be done willingly and the individual find a
specific sense towards the product or service. By these
perceptions the existence of market can be known as a kind
of enthusiasm and dependency towards shopping that
nowadays shows itself in many shopping centers. In this
context it can be mentioned the Samsung any call Studio
that with special design, encourages customers to
experience new products of the company in an attractive
environment. In the exhibition of this company, bright
colors and rounded forms are used to create a comfortable
room. In this room, while the attendants are sit on
comfortable chairs, are behind desk, or are stand in kiosks,
are watching latest products of the company. The aim of
this action is to create an environment that people tend to
come there several times and experience new products.
(Lorence, 2010)(Figure 6-9)

have this capability on its own. (Cato, 2010) This sense

can be conveyed with the logo or the environment. A
glance to the future and using technology is the idea of Play
Station booth that the designer wanted to create special and
permanent environment in the customers mind by
motivating the sense of imagination. In this exhibition an
optical fiber spiral with a blue rays pointed out the use of
Blue-Ray disks in future generations of PlayStation. In
order to show portable PlayStation (PSP), a relax and
comfortable booth unlike the rest of the crowded and noisy
parts of exhibition were designed in which surround sound
is not heard. The floor of the booth was lighting and the
ceiling was covered by graphical clouds. It has been a few
rows of transparent spherical seats there, so people can
work personally with PSP. (Figure 10, 11)
Figure 10-11: PlayStation booth(Lorence, 2010)

Figure 6-9: Samsung any call Studio (Lorence, 2010)

Stimulate the imagination, is an important factor in

defining the brand identity. Product does not need to
motivate this sense alone in individual, also if the brand
become able to induce a sense of being extraordinary, the
client will be affected. Brands that have the alchemical
and witchcraft potential to meet our needs and demands are
more successful and it does not mean that the product shall

Indian J.Sci.Res. 7 (1): 212-222, 2014

Globalization helps not to limit the brand to

geographical borders, and introduce itself on a broader
level. Global brands management have taken the pulse of
market and by relying on the common characteristics
among customers, distribute their products all over the
world. The distribution of such products and services also
shall be such a way to feel the sense of integrity in all its
exhibitions. For instance, Apple changed its distribution
method from traditional approach, to the method of display
in museums and achieved a success that currently is the
design pattern of many companies. In the very first fair
which was founded, less smart methods were used and of
course this method was used in the next several stores.
Then, Apple by cooperation of the famous architect Bohlin
Cywisky utilized the method which was used in Art
museum for displaying products. Next, the design of fair
was developed and started presentation of new products.
This fair turned into significant and specialized exhibition

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

such a way that later, someone could get the ideas.

(Lorence, 2010)(Figure 12, 13)
Figure 12-13: Apple Fair (Lorence, 2010)

Curiosity leads men towards new things.

Stimulating this sense, the customer can be attracted to the
product or service. Customers are always looking for
innovative ideas and if companies provide visionary ideas
for customers, they will find strong fans. (Cato, 2010)
Based on the nature of such sense, change is its necessity
and in case of its repetitiveness, should not expect that a
product to be attractive for customers forever. Maybe such
sense does not remain forever in mind of customers, since
by passing time needs new and updated ideas, but raising
the original sense of brand is the best response to
customers' curiosity about the product. (Cato, 2010) To
convey such sense can use the materials which are
attractive for customers. This attraction can be the texture,
color, touch, smell, sound, music, special form or a
combination of them. For instance, in headquarter office
of P&G stimulating the sense of customers curiosity is
considered as environmental design. This center is for
familiarizing the attendants with many brands which P&G
produces and shows the history and the value of each of
them. By this action, an unnamed and ordinary environment
becomes an attractive area that represents the products of a
specific brand. By suing color, shape and materials,
architecture and interior design are being merged. (Cato,
2010) (Figure 14, 15)
Figure 14-15: Headquarter office of P&G (Lorence, 2010)

Indian J.Sci.Res. 7 (1): 212-222, 2014

Finding a certain method for trading by an actual

person and mostly by personal investment, under the name
of Entrepreneurship has been defined. Common methods
of marketing will be gradually placed with novel
approaches which are consists of individuals and limited
companies organized in small-scale. Bill Gates in
Microsoft, Steven Jobs in Apple, Larry Page and Sergey
Brin in Google and nowadays the young successful Mark
Zuckerberg at Facebook are few thoughtful people who
have found alternative way for common method of business
and their innovations deeply influence on creative
communications. They are considered among the best of
those who have combined social and commercial aspects of
brand. (Cato, 2010)
If we take the simplest definition for brand
performance, the word convincing is the best option For
that Transition of brand convincing message is not just
limited to size or numbers of busy and crowded
environmental shelves and creating dynamic and favorable
situation in relation with costumer are the important duties
of designer. (Samadi, 2010 fall and winter) This feature,
because of its nonmaterial quality, can be gained easily, and
when the design of brands Interior space raises, hard work
manifest. The designer should try to create the spatial
quality by referring to the formation of brand and separate
and unique qualities to make this sense in customers or
visitor.as an example, for an airline in an exhibition,
maybe, transition of sense of safety is the best strategy for
convincing the customers. Duncan Aviation Company is
working in field of aircraft maintenance.in this exhibition, a
canopy is made by the image of 2200 members of
companys stuff to show the difference of the company. A
brilliant jet flies above the stands. Tables cover that
company built it, shows the companys Expertise in aircraft
trailers design industry. Aluminum shelves as being a
showcase is made of aircraft components. (Figure 16, 17)
Figure 16-17: Duncan Aviation exhibition (Lorence, 2010)

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

Term of heroic spirit in the field of marketing and

usually in management of high levels of institution that
manage the activities of a brand highly applied. (Cato,
2010) Heroic spirit" is more attached to the person and a
brand forms under the effect of peoples name. Individual
or a small group that offer distinct service and groups under
their management change the ideas of brand to actions. In
practice, this heroic spirit can create feeling of trust in the
brand in customers. However, brand fails to respond to
demands; the interior design should be done with the same
spirit and should be done in a way that in bran introducing,
it can show the spirit of excellence form itself. A Good
example, Apple Inc. and its known founder Steve Jobs, the
main purpose of Apple from the opening of its first store in
New York City was to promote the brand and increase sales
of its latest products. Since Apple had all the characteristics
of effective design, so it won the best place. (Lorence,
2010) "Intuitive thinking that comes from the visual
analysis and in contrast there is logical thinking which is
derived from inference. People with intuitive thinking are
in the minority and the purpose of intuitive thinking as a
branding solution was the Stimulating power of this kind of
thinking to all types of branding. (Cato, 2010) Intuitive
thinking with the representation and visualization creates
more effective mental durability that can be seen less in
deductive thinking. This intuitive thinking can be used on
the exhibition by designers and will lead to formation of
dynamic and sustainable space in mind of the audience by
associating symptoms and educational information. For
example in Petrosin discovery Museum, the same technique
is used to create educational and sustainable spaces in
mind. Petrosin Company is working in central office of
PETRONAS located in Kuala Lumpurs twin towers in oil
Industry in Malaysia. This company by using pictures and
different tools takes visitors into long geological times to
make them familiar with formation processes, exploration,
drilling and selling oil. (Cato, 2010)(Picture 18, 19)
Figure 18-19: Petrosin discovery museum (Lorence, 2010)

of creativity was in a way that what cannot be selling, so

its not creative. But today a different definition is provided
that says: if something doesnt have creativity, so it cannot
be selling. (Cato, 2010) In aspect of interior design, the
space which is not designed as much as creative is not
favorable and no one is not eager to enter it .for brand
spaces, creativity can be a factor for Invitation and Presence
in space. Various cases can be identified that entered
creativity in their own exhibition spaces.as an example ,
Coca Cola exhibition combine old traditions to the interiors
spaces so exciting. Coca-Cola museum portrays companys
extensive advertising in third floor stand. An animated
statue and a fantasy bottle greet visitors to the exhibition. A
very attractive video shows is being broadcasted inside of
big cans of Coca-Cola. Also in this space, there are two
theaters salon and old barn and a new barn that visitors can
test the companys products. (Lorence, 2010)(Figure 20, 21)
Figure 20-21: Coca-Cola museum (Lorence, 2010)

In twelve items of Mac Cato are being so known

because of its purpose which is Brands concepts
transition .the key task of Brand is concept transition and
each brand has special concept that as much as the
designers of that brand were accurate in conceptualization
of their product or service, they will create a successful
brand. Brand Task summary can be outlined in three cases.
1Identifies and distinguishes a product or service
and allow the customer to detect, reject, or order that
2Deliver messages to the customer and provided
information can be, including statements relating to style
and lifestyle of users, fashion or increase their wealth.
Picture 20 of 21 - Coca-Cola Museum
Resource: What is exhibition design?

Why choose a product will be finding in the

definition of creativity" of brand. In the past, the definition

Indian J.Sci.Res. 7 (1): 212-222, 2014

3Its considered as part of legal assets that the

holder of this concession can invest through it. (Ahmadi,
1388)

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

Three tasks of Brand, (Introduction, message

transmission, and legal identity) should be expressed in
context in which customers are able to communicate and
accept it or reject it. in this context, Footprints of the
interior design can be found on branding. Ring interface
between brand and customer is Brands environment
brands environments is the term that show the mixture of
architecture and available objects on it. (Lorence, 2010)
The purpose of morphing these environments,
addition to the customer relationships, is enhancing brand
reputation. These environments are created to increase the
manufacturer or an organizations brand reputation
(Lorence, 2010) this environments body is formed by
internal design that has key role in relation and redefining
the brans indicators.

BRANDING IN INTERIOR DESIGN

The Connection of definer components of interior
design, with creator factors of brand will answer the aspects
of this research question. Clive Edwards in book of Interior
Design mentioned the factors, layout and decoration,
stability, internal components, materials, and furniture.
(Edward, 2011) John F. Pile and in his book of Interior
Design Cites affecting factors on interior space as
"intermediaries that designers are using them and
classifies them as below: most influential factors of in
interior design as below: pace, color, light, needs and
human , materials and application, colors, lighting, texture,
furniture, accessories, art and logos. (Pile, 2007) Review
Interior Design components can help to the understanding
of space. But their one-dimensional reviewing, does not
lead us to the answer of research question and does not
clear that what is the relation of these factors affecting
interior design with brand and branding, the evaluating of
these factors in brands environment and how each one
effectively affect interior space of the brand can help to the
clarification of the title. Mentioned case studies in factors
of brands creation to some extent showed the effective
aspects of interior design. In continue more challenged will
take place on successful samples of branding to investigate
the relation of brand with its interior design and the amount
of effectiveness. According to the issue that these factors
are qualitative, and unavailability of space for questions
and answers from its users and achievement of results, the
analysis of feedback from these space uses in public idea
and referring to philosophical foundations and psychology
that designer used, these types of spaces became a priority
to establish a brand by help of interior design.

Indian J.Sci.Res. 7 (1): 212-222, 2014

"Space" is the first factor in interior design that

makes its main shape. Does the proper atmosphere may
lead to branding? Various definitions have been proposed
to define space but here it will point to some features of
space that capacity of branding lies on that. "When we are
visiting a foreign city, we will be amazed usually due to its
specific nature that includes an important part of the
experience. (Sholtz, 1388) By more challenges in
mentioned "The Nature of Space" it possible to make a
space that will be unique and will stick in mind. "The
nature o is more general than space, on one hand, it refers
to a widespread general atmosphere and on the other hand
refers to objective shape and types of materials which are
space determiner. Every actual presence intrinsically linked
to nature. (Sholtz, 1388) Gem of this real presence can be
gain by one word and in this condition; a kind of space is
made that forms the quality in individuals mind. A nature,
is the complex integrity and that clear that alone adjective
cannot cover more than one dimension of this gem.by the
way the concept of the nature is clear that one world is
enough to gain its gem . For example stand of PlayStation
in Los Angles with creating a space that has look to future
of technology, made the quality form the special
imagination in persons mind by seeing spiral Optical fiber
with blue rays. Maybe "looking to the future" is the same
word that indelible the nature of the space in the minds of
users. Another example, was the way of shoeing product
that was like Apple store in New York that by changing in
the showing way, it could make a space for customer to feel
different sense for shopping and this time look at the
product like its in the museum. (Sholtz, 1388)
"Color" is another factor that is not only highly
effective on logo design, will give the quality to space in
case of appropriate usage ,can provide spatial survival.
Composition and color systems, each has a specific use and
is appropriate in its own place. What caused this factor to
be considered in connection with the use, was the
uniqueness of color of the brand. (Kirby, 2010) If a brand
was Made, using the main color of the brand in its interior
space can remember the brad and also if in in an
environment, a quality highlighted by color ,it has the
capacity of being sustainable indicators ,for the first
situation ,we can refer to Apple store that has white them
for its space and for the second situation ,exhibition of
Samsung company is considered by creating a silence and
relax space ,it provides an environment to people to be
interested in going there more and more and try the new
products .creating spatial quality with color, can be by

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

using the main color of the brand as well that has double
effect . A successful example of combination of these two
situations is Adobe company central office Lobby. Using
changeable colors of Adobe Illustrator software transmit
the identity of the company. Morning, when the stuff come
to the office, sunlight passing through all colors makes
lobby like painting.at nights, light acted contrary to day and
building appears as a colored object. (Lorence, 2010)
"Materials" used in the interior space, has various
capacities for a particular spatial quality. For example, one
can show the high quality by using products in interior
space .the things that has been done in clerk exhibitions
stand by Pentagram design team .somewhere else in
Forbus professional exhibition of Flooring, designer by
contrasting between designing of product and environment
tried to show his floorings quality .the design has been
done in a way that three Mobius Steel strip is located in the
middle The exhibition and covered by Forbus products.
While the exhibition flooring has been selected from cheap
MDF. These attractive Mobius Steel strip not only show the
Forbus Flooring Color variation, it emphasize on the high
quality of this companys product by contrasting in its
flooring. Here the product itself is the main element of a
space that is trying to introduce the key characteristic of
brand. (Figure 22) using high quality products in Duncan
Aviation exhibition can be seen.
Figure 22: Forbus Specialized Flooring Exhibition (Lorence,
2010)

their integrity and joining .this letters make the total size of
the stand and all events happen inside of it. In fact, can be
said that the architecture of stands Shape from initial letters
of these two companies. Its emphasis on the establishment
of a new brand by the two companies, In another exhibition
,for showing integrity of sub brands of BALS company ,the
formation extracted from form that when someone see that
,can understand that ,this companies all are sun categories
of the main one. Designing specific form of the roots of
trees and combining it with related brands, showing their
unity. But delicacy is used in its design. Brands are like
linked branches that each have grown in different
directions. And is the introducer of new product in feature
and earns the required force from main source which is
Mother Brand. (Figure 23 -25)
Figure 23-25: BALS Co exhibitions (Lorence, 2010)

"Light" in interior space can be very effective in

conveying a sense. Lights role can be from the lighting of
particular object of inside space to the lightening of total
space. Donor Glass wall that the History of Institute is
carved on it. With its special lighting becomes the dominant
object of the space. Or in Haserman Exhibition in Network
City, space moods are controlled by different lightening. In
fact, by the light of different colors a special quality gave to
interior space to transmit the special feeling to person .this
can be combined with color and instead of fixed color in
space, colored lighting, Can be used. (Figure 26 )
Figure 26: Haserman Exhibition ( Lorence, 2010)

In this exhibition, designer selected the furniture

from the companys product to show the companys
experience in design industry of planes Cabinet. For
example, covers of the table were made in company and
aluminum shelves which play the role of vitrine were made
by planes components. Form is the main factor in interior
design that its artichectural dimension is clearer .for
example making total size of the exhibition by combination
of initial letters of both Sony and Ericsson Demonstrate

Indian J.Sci.Res. 7 (1): 212-222, 2014

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

If Brand capacity can be crystallized in furniture

of interior space, can be influential on user, where product
quality is considered, by placing furniture on space and
emphasis on its particularity, its possible to achieve to the
goal. Like Duncan Aviation fair that all the furniture of the
booth were made of materials use in production of
airplanes. If product or brand have the capability to turn
into the volume in tangible scale for individual, it can
become display or training aspect. For instance, Coca Cola
booth that benefitted from the volume of own bottles for
creating a scenic and advertising environment. The more
the utilization to be creative, deeper the outcomes will be.
As an example in smart automobile fair in New York the
design were inspired by the physic of automobiles. In this
fair the parts of automobiles were departed and then were
linked together in variety modes. The assembly method of
this automobile was such a way that both it was for display
and represented the specific features of this brand and also
has training aspects and the different parts of this machine
were explained to the attendants. (Figure 27, 28).
Figure 27-28: smart automobile fair (Lorence, 2010)

Needs and human factors it differs, depending

on the type of service that the brand provides. For instance,
for an automobile manufacturing company, the expectation
that the customer form in his mind at initial instant is the
sense of safety. If the brand can attract the trust of
customers, it will be successful to carry such hidden capital
forever. The action which was done by Volkswagen in its
fair booth was very successful in its kind. The designer
used seat belts to hold vases on the wall for creating the
sense of safety in customers. (Figure 29-31). Watching this
thing creates such a sense of safety in customer view which
is not possible to influence this sense by hundreds of pages
about the quality features of seat belts of this company.

Indian J.Sci.Res. 7 (1): 212-222, 2014

Designing of such thing cannot be only considered as a

factor for human needs but also it can be called a
purposeful decoration or and influential signal.
Figure 29-31: Volkswagens fair (Lorence, 2010)

CONCLUSION
The definition of brand and branding lead to know
its aspects and highlighting the features that are significant
in definition of brand position. By extracting brand
characteristics and by using one or more of these
characteristics can explain the identity of the brand in
customers mind. Brand identity conveys from the
environment of the brand to the customers, this is how we
can place the trace of interior architecture and its
significance. Interior architecture also has its own
characteristics which by combining with the emergence
factors of the brand can perform branding. Conveyance of
brand identity with interior architecture factors has a greater
influence than oral expression of brand mentality. Forming
certain mentality of the brand with interior is more
influential than other methods, and at the present time, logo
and mark, play less role in branding in the world of
business and if the interior designer can design an attractive
environment due to the brand identity, more successfully
can convey the brand identity to the customers. Brand
identity conveyance by means of interior architecture
elements can be properly done through classifying
constructive agents of each and relation analysis and to
provide solutions can display the brand environment
regarding to the brand identity in internal environment. On
this basis, Table 1 which contains the result of case samples
analysis and the relations of branding characteristics with
the elements of interior design, has been provided.

IMANI AND SHISHEBORI: BRANDING WITH THE HELP OF INTERIOR DESIGN

Table 1: Interior designs components affecting branding

Interior designs components
affecting branding
space

Strategies
o
Create environmental character by using Brand history
o
indelible space in the audience's mind with interference of one or more constructive Brand factors
create a different sense of buying for customer with atmosphere from one or more constructive Brand factors

o
Color

reminding space in the reader's mind using specific color combinations

Use color or range of colors for specific areas of space

Use original color of the brand in interior space a to give the impression to the customer

Introducing Brand, uses of color or main colors of brand in interior space

o
create specific spatial quality using appropriate materials
o
The combination of materials and form to create spatial charm
Use of contrast between quality of materials to emphasize the certain types of materials in interior space
o
Use of related materials with Branding interior space furniture

Materials
o
Form

Light
o
Furniture

Transfer of certain concepts in Brand by using a symbolic form

use abstract forms to express specific characteristics of a brand

Using visible forms to show some character of brand

The combination of materials and colors to greater emphasis on brand identity

o
conveying a sense with specific lighting
o
Lighting of different subjects from an object in space to the total space
Change the lighting in a space with different views based on need of space and related subjects

Needs and human factors

demonstrate the quality of the product and its crystallized in space furniture

special emphasis on furniture as the main spatial element

demonstration training aspect of product to become volume in interior space
o
Targeted decorating of space to create intuitive concepts
o
use of symbols to convey intuitive concepts
o
use of intuitive concepts to convey brand identity

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