Marketing aesthetics : the strategic management of brands, identity, and image /
Schmitt, Bernd,
Marketing aesthetics : the strategic management of brands, identity, and image / Bernd Schmitt, Alex Simonson ; foreword by Tom Peters. - xv, 345 pages : illustrations ; 25 cm
Includes bibliographical references (pages 321-330) and index.
Foreword -- Preface -- Acknowledgments -- Aesthetics: The New Marketing Paradigm -- Creating Identity and Image Through Asethetics -- Corporate and Brand Expressions -- Styles -- Themes -- Overall Customer Impressions -- Assessment and Research Tools for Aesthetics Management -- Protecting Aesthetics and Identity -- Global Identity Management -- Retail Spaces and Environments -- Corporate and Brand Identity on the Internet -- Notes -- Index -- About the Authors. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
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."
0684826550 9780684826554
97009426
Corporate image
Brand name products
HD59.2 / .S357 1997
658.827
Marketing aesthetics : the strategic management of brands, identity, and image / Bernd Schmitt, Alex Simonson ; foreword by Tom Peters. - xv, 345 pages : illustrations ; 25 cm
Includes bibliographical references (pages 321-330) and index.
Foreword -- Preface -- Acknowledgments -- Aesthetics: The New Marketing Paradigm -- Creating Identity and Image Through Asethetics -- Corporate and Brand Expressions -- Styles -- Themes -- Overall Customer Impressions -- Assessment and Research Tools for Aesthetics Management -- Protecting Aesthetics and Identity -- Global Identity Management -- Retail Spaces and Environments -- Corporate and Brand Identity on the Internet -- Notes -- Index -- About the Authors. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
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."
0684826550 9780684826554
97009426
Corporate image
Brand name products
HD59.2 / .S357 1997
658.827