Brand Aesthetics
Author:   G. Mazzalovo
Publisher:   Palgrave Macmillan
Edition:   1st ed. 2012
ISBN:  

9781349340552


Pages:   230
Publication Date:   24 July 2012
Format:   Paperback
Availability:   Manufactured on demand   Availability explained
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Brand Aesthetics


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Overview

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. Proposes a series of theoretical and practical managerial instruments which analyse the aesthetic aspects of various brand manifestations.

Full Product Details

Author:   G. Mazzalovo
Publisher:   Palgrave Macmillan
Imprint:   Palgrave Macmillan
Edition:   1st ed. 2012
Dimensions:   Width: 15.50cm , Height: 1.30cm , Length: 23.50cm
Weight:   0.454kg
ISBN:  

9781349340552


ISBN 10:   1349340553
Pages:   230
Publication Date:   24 July 2012
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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 SINC© Square Consumers Preferences for the Four Lines Conclusion Bibliography

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Author Information

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.

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