Brand Aesthetics

2012. Auflage 2012
ISBN: 978-0-230-33673-5
Verlag: Palgrave MacMillan UK

Buch, Englisch, 230 Seiten, Format (B × H): 146 mm x 223 mm, Gewicht: 430 g

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.

Zielgruppe

Research

Autoren/Hrsg.

Mazzalovo, G.

Fachgebiete

• Mathematik | Informatik EDV | Informatik Programmierung | Softwareentwicklung Grafikprogrammierung
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Geisteswissenschaften Philosophie Ästhetik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

List of Figures and Tables Introduction PART I: BRAND AESTHETICS: THEORY AND DIRECT APPLICATIONS Brand Aesthetics: An Oxymoron? The Relevance of the 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

Über Autor(innen)

GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private equity firm active in luxury brands. He is also Visiting Professor at Instituto de Empresa (Madrid), Université Paris-Dauphine and Université Lumière in Lyon. A former consultant at Arthur Andersen, he has held the position of President or CEO at luxury brand companies such as Ferragamo, Loewe, Bally and Clergerie, and has consulted for many multinational firms, including Pininfarina, on strategic brand management. He is the author of numerous articles on brands and co-author of the books Pro Logo and Luxury Brand Management.