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Marketing aesthetics : the strategic management of brands, identity, and image / Bernd Schmitt and Alex Simonson.

By: Contributor(s): Material type: TextTextPublication details: New York ; London : Free, 1997.ISBN:
  • 0684826550
Subject(s): DDC classification:
  • 658.827 21
Contents:
Foreword / Tom Peters -- 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.
Summary: 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."
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Two Week Loan Two Week Loan de Havilland Learning Resources Centre Main Shelves 658.827 SCH (Browse shelf(Opens below)) Available 4404178449
Two Week Loan Two Week Loan de Havilland Learning Resources Centre Main Shelves 658.827 SCH (Browse shelf(Opens below)) Available 5000520774
Total holds: 0

Enhanced descriptions from Syndetics:

Foreword / Tom Peters -- 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.

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."