Marketing aesthetics
the strategic management of brands, identity, and image
by Bernd Schmitt
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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 experiences." The authors explore what makes a corporate of 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."
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Corporate image, Brand name productsShowing 1 featured edition. View all 1 editions?
| Edition | Availability |
|---|---|
1
Marketing aesthetics: the strategic management of brands, identity, and image
1997, Free Press
in English
0684826550 9780684826554
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Includes bibliographical references (p. 321-330) and index.
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| August 7, 2024 | Edited by MARC Bot | import existing book |
| February 13, 2020 | Edited by MARC Bot | remove fake subjects |
| July 22, 2017 | Edited by Mek | adding subject: In library |
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