Marketing aesthetics
Subtitle: the strategic management of brands, identity, and image
By: Bernd Schmitt, Alex Simonson ; foreword by Tom Peters.
Contributors: Simonson, Alex.
Publisher: Free Press
Published: 1997
Place of publication: New York
Language: eng
Number of pages: 345
Subjects: Corporate image.; Brand name products.
Description: 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."
Notes: Includes bibliographical references (p. 321-330) and index.