Marketing aesthetics the strategic management of brands, identity, and image - Schmitt, Bernd; Simonson, Alex; Peters, Tom (New York, NY The Free Press, 1997)
PART I: AESTHETICS AS A STRATEGIC TOOL -- 1. Aesthetics: The New Marketing Paradigm -- 2. Creating Identity and Image Through Aesthetics -- PART II: IDENTITY MANAGEMENT THROUGH AESTHETICS -- 3. Corporate and Brand Expressions -- 4. Styles -- 5. Themes -- 6. Overall Customer Impressions -- PART III: MEASURING AND PROTECTING AESTHETICS -- 7. Assessment and Research Tools for Aesthetics Management -- 8. Protecting Aesthetics and Identity -- PART IV: COMPREHENSIVE IDENTITY MANAGEMENT -- 9. Global Identity Management -- 10. Retail Spaces and Environments -- 11. Corporate and Brand Identity on the Internet
Includes bibliographical references (p. 321-330) and index.
Keywords: Corporate image; Brand name products