A discussion of architectural branding and of the leading architectural firms, such as Foster & Partners, the Renzo Piano Building Workshop, and the Richard Rogers Partnership, that have achieved the status of international brands. The advantages of branding to architects are described. How much value does a big-name architect actually add to a real estate project? The author concludes that to the extent that a celebrated architect delivers a superior product—a truly better and more efficient building—he will add value to the project, but it is risky to place a high monetary value on a recognized architectural brand.
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