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  • Book
  • © 2012

Brand Aesthetics

Palgrave Macmillan

Authors:

  1. Gérald Mazzalovo
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Table of contents (13 chapters)

  1. Front Matter

    Pages i-xvi
    PDF

  2. Introduction

    1. Introduction

      • Gérald Mazzalovo
      Pages 1-7

  3. Brand Aesthetics: Theory and Direct Applications

    1. Front Matter

      Pages 9-9
      PDF

    2. Brand Aesthetics: An Oxymoron?

      • Gérald Mazzalovo
      Pages 11-15

    3. The Relevance of the Concept

      • Gérald Mazzalovo
      Pages 16-36

    5. Brand Identity

      • Gérald Mazzalovo
      Pages 47-82

    6. The Chain of Brand Aesthetics

      • Gérald Mazzalovo
      Pages 83-97

  4. Brand Aesthetics: Applications to Linear Aesthetic Expressions

    1. Front Matter

      Pages 99-99
      PDF

    2. Lines and Forms

      • Gérald Mazzalovo
      Pages 101-107

    4. The Semiotic Square of Linearity

      • Gérald Mazzalovo
      Pages 123-140

    5. Possible Meanings of the Four Lines

      • Gérald Mazzalovo
      Pages 141-167

    6. Managerial Applications of the SINC© Square

      • Gérald Mazzalovo
      Pages 168-182

    7. Consumers’ Preferences for the Four Lines

      • Gérald Mazzalovo
      Pages 183-205

    8. Conclusions

      • Gérald Mazzalovo
      Pages 206-210

  5. Back Matter

    Pages 211-230
    PDF
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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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Keywords

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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.
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Buy it now

eBook USD 89.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

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