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Palgrave Macmillan

Brand Aesthetics

ISBN 9781137204035
Publication Date August 2012
Formats Ebook (EPUB) Hardcover Ebook (PDF) 
Publisher Palgrave Macmillan

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 importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. He proposes a series of theoretical and practical managerial instruments that offer the advantage of being able to analyse the aesthetic aspects of the various brand manifestations and allow a more refined management of design, creation and communication activities. The tools introduced are applied to specific brands such as Samsonite, Citroën, Mercedes and Pininfarina. In order to illustrate the operational capability of the
concept of brand aesthetics, Gérald Mazzalovo has chosen to deepen the linear dimension of formal expression and concludes his study with an online survey unveiling some fascinating results.



GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private equity firm active in luxury brands. He is also Visiting Professor at Instituto de Empresa (Madrid), Université Paris-Dauphine and Université Lumière in Lyon. A former consultant at Arthur Andersen, he has held the position of President or CEO at luxury brand companies such as Ferragamo, Loewe, Bally and Clergerie, and has consulted for many multinational firms, including Pininfarina, on strategic brand management. He is the author of numerous articles on brands and co-author of the books Pro Logo and Luxury Brand Management.

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 SINC© Square
Consumers Preferences for the Four Lines
Conclusion
Bibliography

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