Bernd Schmitt

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

Coauthor(s): Alex Simonson.

Abstract:
Marketing Aesthetics offers 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 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 experience." The authors explore what makes a corporate or brand identity irresistible, what styles and themes are crucial for different contexts, and what meanings certain visual symbols convey.

Exact Citation:
Schmitt, Bernd, and Alex Simonson. Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: The Free Press, 1997.
Place: New York
Date: 1997