An investigation on effects of architectural design added value (brand value/marketing): Vodafone Park

Design is a creative activity and it is subjective. This subjectivity has different consequences about how a good design will be recognized and identified. A well-designed environment adds value to life. Architectural design is a process, which turns stakeholder requirements (input) to design objects (output), and in this process, value is created by meeting the requirements with the most appropriate solutions. How well the requirements are met, process and product can also be defined as well at that level. Individuals have disagreements about what is beautiful and valuable. The value perception varies according to different needs in different time periods. Since this situation causes uncertainty, it poses an economic risk. This situation makes the investor hesitant and difficult to make decisions. Risks in project management can only be managed when the can be identified and cause to time waste and cost increases when they not managed well which results to a decline in quality. The major factor not achieving a standard quality level in construction projects is, all decisions are taken by cost-conscious. This situation creates a lack of investment in the design and planning of the built environment, as a result, low-quality constructions become market standards. Since the structures that are constrained in the design do not satisfy the user at the end, the expected investment does not provide the return. Yet good design is not a luxury, but a necessity. The built environment has considerable effects on human psychology and health. Recent studies show that a well-designed work improves the illness, improves the level of learning and working efficiency. Design quality is critical for the success construction projects. A quality design must be feasible, usable, and sustainable. A good design must be creative and simple, and at the same time provide cost saving. It must be sustainable and respectful to the environment. Whatever a building, they should respect people (user or a neighbor) and be sensitive to the area in which they are built. The issue of quality measurement is controversial because quality depends on both subjective and objective interpretations. The quality of architectural design is assessed and interpreted differently by each stakeholder. The concept of value is closely related to quality. Added-value cannot be expected without quality in construction projects. Only quality structures create value for investors or property owners. Concept of value is subjective and changeable. It is therefore difficult to perceive and identify in advance. For this reason, investors or organizations see architectural design as a cost-creating item, not a part of the architectural process. The real value of a building, however, arises when it is evaluated throughout its lifetime. While it is easy to measure some value forms, trying to measure the benefits of some subjective set of items (aesthetic, social or spiritual values) is difficult because it has some risks. A good design not only determines the quality of the buildings, public spaces, landscapes and infrastructure, but also reduces construction time and its flaws. Constructs create an effective image value with their physical entities and relationships with their surroundings and organizations. A high-quality building can create a brand image or makes it more known. Admiral ship effect has the power to market, experience and promote. Design quality can not be measured and evaluated according to a checklist.However, there are also measurable factors for architectural design quality. When these factors are evaluated, it is expected that they meet the pre-defined conditions in order to meet the basic requirements.Non-measurable quality criteria define subjective qualities (scale, texture, color, light, etc.). The Design Quality Indicator (DQI) was developed as a government policy with the support of the Construction Industry Council (CIC) to objectively assess the quality of construction projects. DQI's objective is to construct and summarize design quality assessments of all stakeholders. DQI can be used throughout the entire construction process, starting from design. Using this performance criterion, all stakeholdes involved in the design, manufacture and use of the build assesses design quality. The aim of an architect is to design an aesthetic building that meets the needs of the owner and user. Design has different meanings according to the binding and immediate priorities of the user's mind. For this reason, user experiences should be taken as basis to narrow down the possible consequences of the design process. While the benefits provided to stakeholders by a designed structure can easily be assessed by the monetary value of the market, social and environmental values can not be captured by standard valuation techniques. The values of change and use in the buildings as financial values; image, social, environmental and cultural value are the social values provided by architectural design. Like other real estates, constructions have a monetary stake and the commercial value is determined by the market. When exchange value is set, many factors are affected, such as the location of the building, the availability of similar functions on the market, and the quality of the materials preferred. Use value measures associated with occupancy, such as satisfaction, motivation, teamwork. Measures of productivity and profitability, such as healthcare recovery rates, retail footfall, educational exam results, occupant satisfaction. Image value is the contribution of the development to corporate identity, prestige, vision and reputation. Social value is about how the built environment translates people into interaction. A design that promotes life together and encourages neighborhood relations is expected to create social value. Environmental value is arising from a concern for intergenerational equity, the protection of biodiversity and the precautionary principle in relation to consumption of finite resources and climate change. Socially, architecture and design can help us feel good about who we are and where we live; promote or inhibit social interaction and contribute to social cohesion. The design of buildings and spaces can contribute to our cultural identity in our local community.Architectural constructions constitute the objective image of cultural values. The purpose of this research was determined to recognize the added value created by architectural design quality for owners and users. Through the Vodafone Park Stadium example, it is intended to examine the effects of added-value of architectural design on Besiktaş Jimnastik Kulübü to its brand value and marketing power. Stadiums are public spaces that bring thousands of people together at the local and global organizations. The design and implementation of stadiums require special expertise and technical knowledge. In addition to these technical requirements, stadiums, with the influence of global organizations, are increasingly considered as architectural icons that have great impacts on urban areas, communities around them and infrastructure. In this research, the added value created for the client/user/environment by architectural design quality of a building was examined. The impact of design on fan participation, club income and marketing power were examined by the example of Vodafone Park Stadium. The club brand value was evaluated with the created value. The measurability of the qualitative and quantitative value gained by the quality of architectural design was questioned. The necessity and valid reason for assessing the added value of architectural design and quality were discussed for not only financially but also cultural, environmental and imaginative. It was questioned why researches on value added-analysis were made solely by evaluating employers and also it was emphasized that architectural design cannot be taken as financial only, because of the social and cultural effects of the concept of value. With the aim of determining the effect of architectural design quality on added-value, literature studies have been investigated. This work deeped general to specific; firstly the concept based on architecure was explained, then the research on the stadium was expanded. A questionnaire study was conducted to determine how architectural design quality affected user satisfaction. The interviews were organized with the designer and construction team to evaluate design quality. Interviewees were asked to evaluate architectural design of the stadium in terms of aesthetic, built quality andfunctionality. The results were shared by using the quality performance evaluation tool. As a result of the research, the influence of the stadium architectural design quality on team supporters was found positive and the club revenues increased accordingly. The increasing revenue of the club has increased marketing power. In addition to its award-winning and historic-respect architecture, the cultural value of preserving user memory is also a factor affecting brand power. It is thought that the building, which is designed for brand value of İstanbul, has potential, but needs to be supported a little.