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Brand aesthetics

Author: Gerald Mazzalovo
Publisher: Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

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  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Gerald Mazzalovo
ISBN: 9780230336735 0230336736
OCLC Number: 779244386
Description: 230 pages : illustrations ; 23 cm
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 (c) Square Consumers Preferences for the Four Lines Conclusion Bibliography
Responsibility: by Gérald Mazzalovo.
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