Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image (Google eBook)

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Simon and Schuster, Aug 30, 1997 - Business & Economics - 368 pages
2 Reviews
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics?
Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and feel" -- to provide a vital competitive advantage. Going beyond standard traditional approaches on branding, this fascinating book is the first to combine branding, identity, and image and to show how aesthetics can be managed through logos, brochures, packages, and advertisements, as well as sounds, scents, and lighting, to sell "the memorable experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics."
Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.
  

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I love this book, it's the missing link in the marketing mix that makes marketing work properly. Marketing Aesthetics is what most teaching bodies miss on teaching students and it's somewhat hidden in a general marketing mix.
This book is clear cut and explained in laymans terms and the 4 "Ps" of Property, Products, Presentations and Publications bring together and compliment another 8 P's" generally used in a marketing mix.
Every element is simplified and proven with great clear explanations and diagrams of how to make it work. In short this book is a must read for every marketing lecturer,consultant, marketing manager and small business owner. We may be in the 21st century with everything run by apps and other electronic gizmos but this book is even more relevant in todays business world than it was when written.
When strategies are implemented using Marketing Aesthetics, the rewards far outweigh any expense in setting it up. Reg Templer, Business Guerrillas
 

Contents

The New Marketing Paradigm
3
Creating Identity and Image Through Aesthetics
26
Corporate and Brand Expressions
53
Styles
80
Themes
120
Overall Customer Impressions
159
Assessment and Research Tools for Aesthetics Management
189
Protecting Aesthetics and Identity
212
Global Identity Management
251
Retail Spaces and Environments
279
Corporate and Brand Identity on the Internet
302
Notes
321
Index
331
About the Authors
345
Copyright

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Popular passages

Page 328 - Journal of Consumer Research, 25 (September), 108-122. Schmitt, Bernd H., Yigang Pan, and Nader T. Tavassoli. (1994) "Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English.

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About the author (1997)

Bernd Schmitt and Alex Simonson teach marketing courses at Columbia Business School and Georgetown University, respectively. Professor Schmitt lives in New York and Shanghai, and Professor Simonson lives in Washington, D.C. and New York.

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