Brand Management in Design-led Firms: the case of architecture practices in the design-construction-development market

Abstract In most firms design follows brand strategy, design typically being outsourced. In firms with design as the core business, brand follows design, originating from design operations and attendant firm reputation. This research reports into architecture firms that developed vertically integrated services, design-construction-development, to realise high quality design in the end-product. These services appeal to clientele through brand identification. Brand aligns with customer self-image, and occupying the product displays self through the design. These firms build relationships with customers. Brand management integrates the design-led approach for brand creation to clientele identification through relationship marketing. Key account management functions are more inward focused than normal, facilitating vertically integrated value creation to create the means for clientele identification with the brand. A key application is the recognition of relationship marketing functions to support enhanced value creation and improve clientele management for increasing marketplace presence. This may have wider implications for other creative/design-led firms.