Marketing Aesthetics: The Strategic Management of Branding, Identity and Image - Hardcover

Schmitt, Bernd H.; Simonson, Alex

Hardcover

ISBN 10: 0684826550 ISBN 13: 9780684826554

Publisher: Simon & Schuster, 1997

Synopsis

Published In 1997 : 1st. Edition : 7th. Printing : The Free Press New York : Just A Very Small Amount Of Faint Face Rubbing To The Dust Wrapper : Otherwise , As New Throughout : Overall , A Very Nice Book :

About this title

Review:

David A. Aaker"author of "Managing Brand Equity" and "Building Strong Brands"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 how it can be actively managed.

From the Author:

Review from the Design Management Institute News
I'd like to share with the Amazon.com audience the highlights of a review of the book, which was just published in the Design Management Institute News. The review was written by Rob Wallace, managing partner of Wallace-Church Associates, a strategic brand consultancy.

"If you have not already done so, read this book. Read it from cover to cover. Read every word, from Tom Peter's entertaining forward straight through to the 137 footnoted references. Read it with a highlighter. Read it with a pencil because you'll want to take notes. Read it full knowing that it is one of the most comprehensive and articulate texts on branding. Read it because it's enjoyable as well as informative. Read it because you need to know what's inside. When brand identity and design management are taught at Harvard and Columbia, this work could be the only required textbook. It's a complete analysis of the branding process highlighting its most effective component, the 'sensory brand experience.'"

About this edition

• Publisher: Simon & Schuster
• Publication date: 1997
• ISBN 10: 0684826550
• ISBN 13: 9780684826554
• Binding: Hardcover
• Number of pages: 256