Brand Strategy and Protecting Brands

 

 

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

 

Order Marketing Aesthetics from below (press Control then click to open in a new browser window) or check your local book store

 

 

 

Authors contributed equally; names appear in alphabetical order

Published by Simon & Schuster’s Free Press division.

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

Authors: Bernd Schmitt and Alex Simonson

(authors contributed equally; names appear in alphabetical order.)

 

“No less than a breakthrough...the most important, original marketing book I’ve read (devoured/digested) in a long time.”

 

From the foreword by Tom Peters, author of In Search of Excellence and The Pursuit of WOW!

 

“Visual Imagery has been the neglected element of branding, usually treated in an ad-hoc manner.  Thanks to this pathbreaking book, we now have a more scientific knowledge of how visual imagery works to build strong brands and it can be actively managed.”

 

David A. Aaker, Professor of Marketing, University of California at Berkeley and author ofManaging Brand Equity and Building Strong Brands.

 

Marketing Aesthetics is about the experiential aspects of marketing.  The book focuses on the creation, value and management of trade dress (sensory experiences). We present a framework for understanding consumer perceptions of trade dress, how to manage brands and identity, and how to conduct appropriate research concerning brands, identity and image.

 

 

Foreign Translations

Spanish                       Polish                          Korean                                   

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German                          Japanese                    Chinese

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Turkish                        Portuguese                  Thai

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Romanian                    Russian

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Managing Corporate Image and Identity

Published in Long Range Planning

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Processes for Managing Identity, Image and Design

Published in the Design Management Journal

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Coupling Brand and Organizational Identities through Partnering

Published in the Design Management Journal

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The Experiential Landscape

Published in Marketing Review

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