Cover Image

Brand aesthetics /

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 importa...

Full description

Bibliographic Details
Main Author: Mazzalovo, Gerald
Corporate Author: ebrary, Inc
Format: eBook
Language:English
Published: Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012.
Subjects:
Product design.
Product management.
Branding (Marketing)
Aesthetics.
BUSINESS & ECONOMICS / Production & Operations Management.
TECHNOLOGY & ENGINEERING / Industrial Engineering.
TECHNOLOGY & ENGINEERING / Industrial Technology.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • 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 SINCâ™­ Square
  • Consumers Preferences for the Four Lines
  • Conclusion
  • Bibliography
  • .