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| Author | : G. Mazzalovo |
| Publisher | : Springer |
| Total Pages | : 169 |
| Release | : 2012-07-24 |
| Genre | : Business & Economics |
| ISBN | : 1137025603 |
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.
| Author | : G. Mazzalovo |
| Publisher | : Springer |
| Total Pages | : 230 |
| Release | : 2012-07-24 |
| Genre | : Business & Economics |
| ISBN | : 1137025603 |
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.
| Author | : Bernd Schmitt |
| Publisher | : Simon and Schuster |
| Total Pages | : 555 |
| Release | : 1997-08-30 |
| Genre | : Business & Economics |
| ISBN | : 0684867508 |
There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? 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 experience." The authors explore what makes a corporate or 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." Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.
| Author | : Pauline Brown |
| Publisher | : HarperCollins |
| Total Pages | : 223 |
| Release | : 2019-11-26 |
| Genre | : Business & Economics |
| ISBN | : 0062883313 |
Longtime leader in the luxury goods sector and former Chairman of LVMH Moët Hennessy Louis Vuitton North America reinvents the art and science of brand-building under the rubric of Aesthetic Intelligence. In a world in which people have cheap and easy access to most goods and services, yet crave richer and more meaningful experiences, aesthetics has become a key differentiator for most companies and a critical factor of their success and even their survival. In this groundbreaking book, Pauline Brown, a former leader of the world’s top luxury goods company and a pioneer in identifying the role of aesthetics in business, shows executives, entrepreneurs, and other professionals how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it. Aesthetic Intelligence can be learned. Indeed, people are born with far more capacity than they use, but even those that are naturally gifted must continue to refine their skills, lest their aesthetic advantage atrophy. Through a combination of storytelling and practical advice, the author shows how aesthetic intelligence creates business value and how executives, entrepreneurs and others can boost their own AI and successfully apply it to business. Brown offers research, strategies and practical exercises focused on four essential AI skills. Aesthetic Intelligence provides a crucial roadmap to help business leaders build their businesses in their own authentic and distinctive way. Aesthetic Intelligence is about creating delight, lifting the human spirit, and rousing the imagination through sensorial experiences.
| Author | : Roberto M. Álvarez del Blanco |
| Publisher | : Routledge |
| Total Pages | : 312 |
| Release | : 2020-03-12 |
| Genre | : Business & Economics |
| ISBN | : 0429655452 |
This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades. Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.
| Author | : Nick Birch |
| Publisher | : GRIN Verlag |
| Total Pages | : 21 |
| Release | : 2014-06-02 |
| Genre | : Art |
| ISBN | : 3656662568 |
Essay from the year 2014 in the subject Design (Industry, Graphics, Fashion), grade: 1.1, Central Queensland University, course: Brand Image Design, language: English, abstract: Aesthetics are an integral part of marketing communications, influencing the design of logos, advertising, atmospherics and package design. The strategic management of brand image design is essential to developing and implementing a corporate or brand identity. According to Simonson & Schmitt (1997), aesthetics can create tangible value for an organization because: • aesthetics creates consumer loyalty • aesthetics allows for premium pricing • aesthetics cuts through information clutter, increasing the memorability of the visual marks of the company, which in turn increases its chance of selection at the point of purchase • aesthetics affords protection from competitive attacks • aesthetics can save costs and increase productivity, as employees and outside suppliers need to spend less time in creating new layouts and messages David Garvin’s (1987) book, the Eight Dimensions of Product Quality, consists of performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality. The concept defines aesthetics as ‘the subjective dimension indicating the kind of response a user has to a product. It represents the individual’s personal preference’ (Karch, 2008). Aesthetics management should begin with a thorough status quo analysis of every aspect of a company or brand’s visual and sensory identity. The objective of this analysis is to get a clear understanding of the identity that the organisation wants to project for itself and its brands in its aesthetic output (its corporate expressions) and how customers perceive the organisation’s current aesthetic output (customer impressions). (Simonson & Schmitt, 1997, p.45.) Brand Identity focuses on the following attributes of aesthetics, outlined by Friedlander (2012): • Colours • Fonts • Logos • Images • Layout
| Author | : Peggy Zeglin Brand |
| Publisher | : Penn State Press |
| Total Pages | : 506 |
| Release | : 2010-11-01 |
| Genre | : Philosophy |
| ISBN | : 0271043962 |
| Author | : Ingrid Fetell Lee |
| Publisher | : Hachette UK |
| Total Pages | : 326 |
| Release | : 2018-09-04 |
| Genre | : Psychology |
| ISBN | : 0316399280 |
Make small changes to your surroundings and create extraordinary happiness in your life with groundbreaking research from designer and TED star Ingrid Fetell Lee. Next Big Idea Club selection—chosen by Malcolm Gladwell, Susan Cain, Dan Pink, and Adam Grant as one of the "two most groundbreaking new nonfiction reads of the season!" "This book has the power to change everything! Writing with depth, wit, and insight, Ingrid Fetell Lee shares all you need to know in order to create external environments that give rise to inner joy." —Susan Cain, author of Quiet and founder of Quiet Revolution Have you ever wondered why we stop to watch the orange glow that arrives before sunset, or why we flock to see cherry blossoms bloom in spring? Is there a reason that people—regardless of gender, age, culture, or ethnicity—are mesmerized by baby animals, and can't help but smile when they see a burst of confetti or a cluster of colorful balloons? We are often made to feel that the physical world has little or no impact on our inner joy. Increasingly, experts urge us to find balance and calm by looking inward—through mindfulness or meditation—and muting the outside world. But what if the natural vibrancy of our surroundings is actually our most renewable and easily accessible source of joy? In Joyful, designer Ingrid Fetell Lee explores how the seemingly mundane spaces and objects we interact with every day have surprising and powerful effects on our mood. Drawing on insights from neuroscience and psychology, she explains why one setting makes us feel anxious or competitive, while another fosters acceptance and delight—and, most importantly, she reveals how we can harness the power of our surroundings to live fuller, healthier, and truly joyful lives.
| Author | : Francesca Romana Rinaldi |
| Publisher | : Routledge |
| Total Pages | : 157 |
| Release | : 2017-09-08 |
| Genre | : Business & Economics |
| ISBN | : 1351285866 |
In The Responsible Fashion Company, Rinaldi and Testa argue that the fashion industry is at a crossroads: the need for a global shift to a sustainable model has never been more urgent. Yet, they demonstrate that we are witnessing a revolution led by conscious consumers and enlightened companies, who are redefining the rules of the fashion market. The question is: when will the rest of the industry catch up? Rinaldi and Testa raise a fundamental but often neglected issue in the fashion sustainability debate: long-term equilibrium can only be achieved by integrating economic goals with environmental, social and ethical values. "The Responsible Fashion Company" provides a clear overview of the theory, challenges and opportunities of sustainability in the industry and demonstrates how fashion companies can achieve competitive advantage through sustainable innovation. The authors show how leading fashion companies are challenging traditional thinking and present inspiring examples from pioneers such as Gucci, Levi's, Timberland and Brunello Cucinelli, who create quality products without leaving a negative impact behind.Refreshing and timely, The Responsible Fashion Company is essential reading for the socially conscious consumer and anyone with a professional or personal interest in the fashion, design and luxury industries.
| Author | : G. Mazzalovo |
| Publisher | : Palgrave Macmillan |
| Total Pages | : 230 |
| Release | : 2012-07-24 |
| Genre | : Business & Economics |
| ISBN | : 9780230336735 |
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.
