The Resource Brand aesthetics, by Gérald Mazzalovo, (electronic resource)

Brand aesthetics, by Gérald Mazzalovo, (electronic resource)

Label
Brand aesthetics
Title
Brand aesthetics
Statement of responsibility
by Gérald Mazzalovo
Creator
Contributor
Subject
Language
eng
Summary
Consumption is going aesthetic. The attention devoted to the formal aspect of products and services has become central to building the competitiveness of enterprises, as confirmed by the success of brands such as Absolut Vodka and Desigual. In Brand Aesthetics the author 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. He proposes a series of theoretical and practical managerial instruments that offer the advantage of being able to analyse the aesthetic aspects of the various brand manifestations and allow a more refined management of design, creation and communication activities. The tools introduced are applied to specific brands such as Samsonite, Citro︠n, Mercedes and Pininfarina. In order to illustrate the operational capability of the concept of brand aesthetics, Ǧrald Mazzalovo has chosen to deepen the linear dimension of formal expression and concludes his study with an online survey unveiling some fascinating results
Cataloging source
UKPGM
Dewey number
658.5
Index
no index present
LC call number
TS171.4
LC item number
.M399 2012
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Brand aesthetics, by Gérald Mazzalovo, (electronic resource)
Publication
Bibliography note
Includes bibliographical references
http://library.link/vocab/branchCode
  • net
Color
multicolored
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 -- --
Control code
ocn802882391
Dimensions
23 cm
Dimensions
unknown
Extent
1 online resource (1 v.
Form of item
electronic
Isbn
9780230336735
Other control number
9786613844620
Other physical details
ill.
http://library.link/vocab/ext/overdrive/overdriveId
529791
http://library.link/vocab/recordID
.b26804104
Reproduction note
Electronic reproduction.
Specific material designation
remote
System control number
  • (OCoLC)802882391
  • palgrave0230336736

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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