Copyright c Subjects Corporate image. Brand name products. Summary 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 experiences.
Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics.
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Aesthetics: The New Marketing Paradigm 2. Creating Identity and Image Through Asethetics 3. Corporate and Brand Expressions 4. Styles 5. Themes 6. Overall Customer Impressions 7. Assessment and Research Tools for Aesthetics Management 8. Protecting Aesthetics and Identity 9.
Global Identity Management Retail Spaces and Environments Corporate and Brand Identity on the Internet. Notes Includes bibliographical references pages and index. View online Borrow Buy Freely available Show 0 more links Set up My libraries How do I set up "My libraries"? Australian Institute of Management. Open to the public Rockhampton Campus Library. Albury-Wodonga Campus Library. Open to the public ; Bathurst Campus Library.
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Northumbria University Library. The strategic choice between a single and multiple themes often depends on the breadth of a company's product line and on how uniform the company wants to appear to its constituents e. Identity management is the art of juggling all these factors in order to arrive at a consistent and meaningful expression of the organization or brand that will have 'equity' - tangible value to the company.
The third section of the book discusses techniques for measuring and protecting aesthetics. The use of standard market research techniques is discussed quantitative and qualitative analyses, to discern patterns in awareness, attitudes and buying behavior , as are various measures that an organization can take to protect its identity.
Many of these apply only in the United States.
Aesthetics in Marketing
Part 4 of the book discusses comprehensive identity management, and introduces various situations where identity management can be expanded to other areas. Chapters are devoted to global identity management which demands a recognition that different cultures and traditions may regard identity elements quite differently ; the management of identity in a retail context; and identity management in the Internet.
Marketing Aesthetics provides an excellent framework with which to assess marketing identity issues, as well as offering many relevant examples of practice in the field. Useful information. Aesthetic Identity 1.