Brand Aesthetics

Hardcover | July 24, 2012

byG. Mazzalovo

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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. 

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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. 

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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Format: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