Marketing Aesthetics: The Strategic Management of Brands, Identity and Image
AbeBooks Mitglied seit 1996
Beispielbild für diese ISBN
AbeBooks Mitglied seit 1996
Titel: Marketing Aesthetics: The Strategic ...
Verlag: Free Press, New York
Zustand des Schutzumschlags: Dust Jacket Included
Auflage: 1st Edition
Über diesen Titel
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 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 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. Any person in any organization in any industry can benefit from employing the tools of "marketing aesthetics". Schmitt and Simonson describe how a firm can use these tools strategically to create a variety of sensory experiences that will (1) ensure customer satisfaction and loyalty; (2) sustain lasting customer impressions about a brand's or organization's special personality; (3) permit premium pricing; (4) provide legal "trade dress" protection from competitive attacks; (5) lower costs and raise productivity; and (6) most importantly, create irresistible appeal. The authors show how to manage identity globally and how to develop aesthetically pleasing retail spaces and environments. They also address the newly emergent topic of how to manage corporate and brand identity on the Internet. Supporting their thesis with numerous real-world success stories such as Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks, the New Beetle Website, and Lego, the authors explain how actual companies have developed, refined, and maintained distinct corporate identities that set them apart from competitors.About the Author:
Bernd Schmitt and Alex Simonson teach marketing courses at Columbia Business School and Georgetown University, respectively. Professor Schmitt lives in New York and Shanghai, and Professor Simonson lives in Washington, D.C. and New York.
„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.
Robinson Street Books, 184 Robinson Street, Binghamton, NY 13904
Email: firstname.lastname@example.org Phone: 607-217-4328 Within USA: 800-
572-4416 Contact: Rhett Moran
All books are guaranteed to be as described. Books are returnable within 2
weeks. Please notify us before returning a book. All items are offered
to prior sale. ALL AUTOGRAPHS ARE GUARANTEED AUTHENTIC, and if found
otherwise, may be returned by original purchaser, for full refund without
time limit. We accept ALL MAJOR CRE...
Shipping: Media Mail Shipping: $4.49 first book, $1.00 each other. Priority
$7.50 first book $3.00 each other. Some books and sets added postage required.
akzeptiert von diesem Verkäufer
Money Order Bar PayPal