Brand Aesthetics

  • Authors
  • Gérald Mazzalovo

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Introduction

    1. Gérald Mazzalovo
      Pages 1-7
  3. Brand Aesthetics: Theory and Direct Applications

    1. Front Matter
      Pages 9-9
    2. Gérald Mazzalovo
      Pages 11-15
    3. Gérald Mazzalovo
      Pages 16-36
    4. Gérald Mazzalovo
      Pages 47-82
    5. Gérald Mazzalovo
      Pages 83-97
  4. Brand Aesthetics: Applications to Linear Aesthetic Expressions

    1. Front Matter
      Pages 99-99
    2. Gérald Mazzalovo
      Pages 101-107
    3. Gérald Mazzalovo
      Pages 123-140
    4. Gérald Mazzalovo
      Pages 141-167
    5. Gérald Mazzalovo
      Pages 168-182
    6. Gérald Mazzalovo
      Pages 183-205
    7. Gérald Mazzalovo
      Pages 206-210
  5. Back Matter
    Pages 211-230

About this book

Introduction

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.

Keywords

aesthetics brand management postmodernism

Bibliographic information

  • DOI https://doi.org/10.1057/9781137025609
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2012
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-34055-2
  • Online ISBN 978-1-137-02560-9
  • About this book