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Brand aesthetics

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand aesthetics/ by G�erald Mazzalovo.
Author:	Mazzalovo, Gerald.
Published:	Houndmills, Basingstoke ;Palgrave Macmillan, : 2012.,
Description:	1 online resource (1 v.) :ill. :
Subject:
ISBN:	9781137025609 (electronic bk.)

Brand aesthetics
Mazzalovo, Gerald.

Brand aesthetics[electronic resource] /by G�erald Mazzalovo. - Houndmills, Basingstoke ;Palgrave Macmillan,2012. - 1 online resource (1 v.) :ill.

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 -- --.#

Consumption is going aesthetic. The attention devoted to the formal aspect of products and services has become central to building the competitiveness of enterprises, as confirmed by the success of brands such as Absolut 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 managers and academics to deal with these issues. He proposes a series of theoretical and practical managerial instruments that offer the advantage of being able to analyse the aesthetic aspects of the various brand manifestations and allow a more refined management of design, creation and communication activities. The tools introduced are applied to specific brands such as Samsonite, Citr�on, Mercedes and Pininfarina. In order to illustrate the operational capability of the concept of brand aesthetics, �Grald Mazzalovo has chosen to deepen the linear dimension of formal expression and concludes his study with an online survey unveiling some fascinating results.

ISBN: 9781137025609 (electronic bk.)

Standard No.: 9786613844620Subjects--Topical Terms:

72593

Index Terms--Genre/Form:

239592

LC Class. No.: TS171.4 / .M399 2012

Dewey Class. No.: 658.5

Brand aesthetics
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520 $a Consumption is going aesthetic. The attention devoted to the formal aspect of products and services has become central to building the competitiveness of enterprises, as confirmed by the success of brands such as Absolut 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 managers and academics to deal with these issues. He proposes a series of theoretical and practical managerial instruments that offer the advantage of being able to analyse the aesthetic aspects of the various brand manifestations and allow a more refined management of design, creation and communication activities. The tools introduced are applied to specific brands such as Samsonite, Citr�on, Mercedes and Pininfarina. In order to illustrate the operational capability of the concept of brand aesthetics, �Grald Mazzalovo has chosen to deepen the linear dimension of formal expression and concludes his study with an online survey unveiling some fascinating results.
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