MOBIL M

GLOSSARY

Each project for the fitting out of floor-space or commercial architecture calls upon a series of key concepts. Remembering their definitions, ensures that we all speak the same language.

ARCHITECTURE

“Architecture takes account of the physical environment which revolves around human existence: we cannot escape from it, as it has existed since the beginning of time. Architecture is the totality of modifications and transformations brought to the surface of the Earth in order to meet human needs, except for the pure desert. ” William MORRIS

BRANDING

This term refers to the creative process and of the management of a brand. It is a discipline, which arises from the need for handling strategic concepts more durable than communication campaigns. The value that a well managed brand accumulates with time through its successive interactions with a market, this is the value of the brand (Brand Equity).

CONCEPT

The layout of a commercial building brings added value to make a difference vis-à-vis the competition and demonstrates the image that a company wants to give itself. A carefully prepared layout offers the possibility to integrate abstract notions such as the values of the brand. Design then produces reactions in the same way as publicity. The layout then becomes a means of communication with the customers, a key component in the transmission of the identity of the company.

CREATION OF CONCEPT

To create the concept of a company implies the interpretation of the desires of the customers and to translate them into an architectural and graphic concept. That allows the positioning of a company in the market and facilitates its recognition by its customers.

DESIGN

Design is defined as the process of mental configuration in the search for a solution. Etymologically, it comes from the Italian word “disegno”: The drawing, design, vision of the future displayed graphically. It covers primarily functional and aesthetic considerations, and many aspects of research, analysis, modelling, adjustment and adaptation before the production of the final object. A contemporary philosopher Vilem FLUSSER, suggests in his book “Philosophie de la conception » that the future depends on the plan.

MULTI-MEDIA DESIGN

The concept combines a multitude of communication multimedia tools (texts, icons, photographs, animations, videos, music…), which allow the user to choose the desired action. This capacity to create interactivity is the great difference compared with graphic design. It makes it possible to predict possible responses from the public. Some applications of multi-media design are: 2D and 3D images, animations, interactive presentations, Web pages…

DESIGNATION

Without a name there is no brand. Hence the importance of the naming process, the discipline, which is responsible for creating the brand. This name reflects the values of the company, its personality and its dreams, and distinguishes it from its competitors. The name of a brand is fundamental for the loyalty of customers and is a symbol of security.

THE BUYING EXPERIENCE

Each customer has what is called “the buying experience" when they buy in a sales outlet. The most important thing for a company is to work to make this a positive buying experience, different, and to bring an added value to the customer. That will ensure a favourable reaction on their part and, consequently, they will prefer this establishment than another.

COMMERCIAL FITTINGS

Fittings with which a company is equipped and which allow it to display products so that they are more attractive. It is an extremely effective tool for establishing communication between the customer and the professional, and it is essential to facilitate and improve sales.

VISUAL IDENTITY

The visual identity is the physical demonstration of the brand. It develops around a logo whose design is chosen in order to translate the personality of the brand, providing a visual image, which is clear and distinct.

The visual identity must communicate the values of the company and should be easily remembered. To ensure the coherence of these messages, it is essential to gather the rules of the identity in a handbook of the company.

ILLUSTRATION

According to Martinez MORO, in illustration as a category, graphic illustration belongs to a field of the creation of images. In modern times these have been revolutionized by two factors: information and visual communication. Illustration applies to various fields (technical, advertising, publishing…) as a means to communicate in the visual form, personally, and by using the philosophy of an idea.

LOGO

A logo is a graphic design, which is used as the symbol of the brand, its name, perhaps both, and it is used by companies and organizations so that their brands are easily identified and quickly recognized. A logo is a summarised message, which contains all the values of a brand.

MARKETING

According to Philip KOTLER (regarded as the founder of marketing) it is “the social and administrative process by which groups and individuals reach their needs by the creation and the exchange of goods and services”. However, other definitions exist, such as the assertion that: “marketing is the art or the science which studies customers requirements and profit at the same time”. That implies marketing studies and marketing strategies, sales, positioning, etc. This term is often confused with that of Publicity (a marketing tool).

BRAND

A brand is a verbal description, a distinctive sign or a combination of the two elements, in order to stand out in the market. The brand generally evokes the “promise” of a product or a service, which distinguishes it from its competitors and which makes it special and unique. Therefore those responsible for marketing try to allot a personality and an image to the products in their brand. The brand allows not only the commercial identification of goods or services, but also the affirmation of the prestige of its manufacturer.

MERCHANDISING

Merchandising involves all the activities in a sales outlet that aim at reaffirming or modifying buying behaviour, in favour of the more profitable articles. Combined studies and marketing techniques make it possible to present the product or the service under the best conditions, physical as well as psychological, to the final consumer. The main objectives of merchandising are: capturing attention, directing the customer towards the product and the purchase.

POSITIONING

Positioning is a basic principle of marketing which shows the essence and the philosophy of the product. What is made with the product is not the end, but the means by which it is possible to reach out and work with the feelings of the consumer.

STRATEGY

The sales strategy comprises the analysis and selection of markets, the definition of objectives and the combination of marketing tools (product, price, distribution and promotion). The strategy of a company, itself, is the action-plan that defines the ambition of the company compared to the sector and the market in which it is in competition.