TY  - BOOK
AU  - Schmitt,Bernd
AU  - Simonson,Alex
TI  - Marketing aesthetics: the strategic management of brands, identity, and image 
SN  - 0684826550
AV  - HD59.2 .S357 1997
U1  - 658.827 21
PY  - 1997///]
CY  - New York
PB  - Free Press
KW  - Corporate image
KW  - Brand name products
N1  - 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
N2  - 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."
UR  - http://catdir.loc.gov/catdir/samples/simon031/97009426.html
UR  - http://catdir.loc.gov/catdir/bios/simon051/97009426.html
ER  -