Consumption is going aesthetic. The attention devoted to the formal aspect ofproducts and services has become central to building the competitiveness of enterprises, as confirmed by the success of brands such as Absolute Vodka and Desigual. In. Brand Aesthetics. the author explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managersand academics to deal with these issues. He proposes a series of theoretical and practical managerial instruments that offer the advantage of being able toanalyze the aesthetic aspects of the various brand manifestations and allow amore refined management of design, creation and communication activitiesThe tools introduced are applied to specific brands like Samsonite, Citroën, Mercedes and Pininfarina. In order to illustrate the operational capability of the concept of brand aesthetics, Gérald Mazzalovo has chosen to deepen the lineardimension of formal expression and concludes his study with an online survey unveiling some fascinating results INDICE: List of Figures and Tables.Introduction.PART I: BRAND AESTHETICS: THEORY AND DIRECT APPLICATIONS.Brand Aesthetics: An Oxymoron?.The Relevance ofthe Concept.Historical Foundations: From Experimental Aesthetics to Postmodernism.Brand Identity.The Chain of Brand Aesthetics.PART II: BRAND AESTHETICS: APPLICATIONS TO LINEAR AESTHETIC EXPRESSIONS.Lines and Forms.The Relevance of Lines in Brand Aesthetic Management.The Semiotic Square of Linearity.Possible Meanings of the Four Lines.Managerial Applications of the SINC © Square.Consumers Preferences for the Four Lines.Conclusion.Bibliography.
- ISBN: 978-0-230-33673-5
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 240
- Fecha Publicación: 29/06/2012
- Nº Volúmenes: 1
- Idioma: Desconocido