Marketing aesthetics : the strategic management of brands, identity, and image / Bernd Schmitt, Alex Simonson ; foreword by Tom Peters.
Material type: TextPublisher: New York : Free Press, [1997]Copyright date: ©1997Description: xv, 345 pages : illustrations ; 25 cmContent type:- text
- unmediated
- volume
- 0684826550
- 9780684826554
- 658.827 21
- HD59.2 .S357 1997
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 SCH (Browse shelf(Opens below)) | 1 | Available | A151947B |
Includes bibliographical references (pages 321-330) and index.
Foreword -- Preface -- Acknowledgments -- 1. Aesthetics: The New Marketing Paradigm -- 2. Creating Identity and Image Through Asethetics -- 3. Corporate and Brand Expressions -- 4. Styles -- 5. Themes -- 6. Overall Customer Impressions -- 7. Assessment and Research Tools for Aesthetics Management -- 8. Protecting Aesthetics and Identity -- 9. Global Identity Management -- 10. Retail Spaces and Environments -- 11. Corporate and Brand Identity on the Internet -- Notes -- Index -- About the Authors.
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."
Machine converted from AACR2 source record.
There are no comments on this title.