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 analyse the aesthetic aspects of various brand manifestations.
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abstraction activities advertising aesthetic expression aesthetic invariants aesthetic treatment analysis andsoon andthe angle angular line application approach artistic aspects axis baroque/classical beauty behaviour brand aesthetics brand ethics brand identity brand management brand manifestations bythe CFA Institute Chanel Chapter characteristics characterized Citroën classical colour communication complexity concept of brand consumption correlation creative crystalline cultural developed differentiation dimension example Ferragamo Figure four lines Frank Gehry functional gender Gucci Hermès inthe introduced isan isthe JeanMarie Floch Kandinsky linear aesthetic linear expressions linear treatment logo managerial Marc Jacobs Mazzalovo methodology nature notion objects ofbrand onthe organic perceived perception Pininfarina plastic elements plastic meanings Polykleitos possible postmodern presented production of meaning relevant representation Riegl Samsonite segments semantic semiotic square semiotician Semprini sensory shapes singlecurved line sinuous line specific stimuli straight line Stuart Weitzman style symbolic tangent thatthe thebrand tothe trend values vertical visual withthe Wölfflin Zippo