Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image

Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image

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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… (more)

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Book Details  


Publisher: Free Press (August 30, 1997)

Format: EPUB

Page count: 368 pages

File size: 10.4 MB

Protection: DRM

Language: English


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