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About this book
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 practical managerial instruments which analyse the aesthetic aspects of various brand manifestations.
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Table of contents (13 chapters)
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Front Matter
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Introduction
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Brand Aesthetics: Theory and Direct Applications
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Front Matter
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Brand Aesthetics: Applications to Linear Aesthetic Expressions
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Front Matter
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Back Matter
About the author
GÉRALD MAZZALOVO is Managing Partner at Aravis S.A., a private equity firm active in luxury brands. He is also Visiting Professor at Instituto de Empresa (Madrid), Université Paris-Dauphine and Université Lumière in Lyon. A former consultant at Arthur Andersen, he has held the position of President or CEO at luxury brand companies such as Ferragamo, Loewe, Bally and Clergerie, and has consulted for many multinational firms, including Pininfarina, on strategic brand management. He is the author of numerous articles on brands and co-author of the books Pro Logo and Luxury Brand Management.
Bibliographic Information
Book Title: Brand Aesthetics
Authors: Gérald Mazzalovo
DOI: https://doi.org/10.1057/9781137025609
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2012
Hardcover ISBN: 978-0-230-33673-5Published: 24 July 2012
Softcover ISBN: 978-1-349-34055-2Published: 24 July 2012
eBook ISBN: 978-1-137-02560-9Published: 24 July 2012
Edition Number: 1
Number of Pages: XVI, 230
Topics: Marketing, Computer Graphics, Business Strategy/Leadership, International Business, Aesthetics