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

Abstract

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.