Titlebook: Brand Aesthetics; Gérald Mazzalovo Book 2012 Palgrave Macmillan, a division of Macmillan Publishers Limited 2012 aesthetics.brand.manageme

ELATE

Brand IdentityWe have seen in Chapter 1 how the notion of brand aesthetics was introduced in the dual context of the expression of an identity and the production of meaning as the brand is, in the words of the semiotician Gianfranco Marrone (2007), ‘a(chǎn) complex entity of eminently semiotic nature’.

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Ceremony

幼兒

強(qiáng)制性

ACRID

onlooker

ConclusionsThis investigation in the field of brand aesthetics, through both theoretical and practical considerations, essentially follows utilitarian purposes: to provide brand leaders with the means to better manage their brands, understand their nature as well as the behaviour of consumers, in order to be more competitive.

美色花錢

Book 2012Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. Proposes a series of theoretical and practical managerial instruments which analyse the aesthetic aspects of various brand manifestations.

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Antecedent

978-1-349-34055-2Palgrave Macmillan, a division of Macmillan Publishers Limited 2012