Marketing Aesthetics: The Strategic Management of Brands, Identity and Image
By Unknown Author.
Description
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 fa...
ISBN(s)
0684826550, 9780684826554
