Brand Aesthetics by G. Mazzalovo

Brand Aesthetics

byG. Mazzalovo

Hardcover | July 24, 2012

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Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. Proposes a series of theoretical and practical managerial instruments which analyze the aesthetic aspects of various brand manifestations. 

About The Author

GÉRALD MAZZALOVO is an attentive observer of the world of brands and is ex-president and/or chief executive officer of Bally, Loewe, Clergerie and Ferragamo. He is author of numerous articles on brand management and is co-author of many books including Pro Logo and Luxury Brand Management. He is also a consultant and visiting professo...
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Details & Specs

Title:Brand AestheticsFormat:HardcoverDimensions:248 pages, 8.5 × 5.51 × 0.03 inPublished:July 24, 2012Publisher:Palgrave Macmillan UKLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230336736

ISBN - 13:9780230336735

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Table of Contents

List of Figures and TablesIntroductionPART I: BRAND AESTHETICS: THEORY AND DIRECT APPLICATIONSBrand Aesthetics: An Oxymoron?The Relevance of the ConceptHistorical Foundations: From Experimental Aesthetics to PostmodernismBrand IdentityThe Chain of Brand AestheticsPART II: BRAND AESTHETICS: APPLICATIONS TO LINEAR AESTHETIC EXPRESSIONSLines and FormsThe Relevance of Lines in Brand Aesthetic ManagementThe Semiotic Square of LinearityPossible Meanings of the Four LinesManagerial Applications of the SINC© SquareConsumers Preferences for the Four LinesConclusionBibliography