Abstract

Marketing Aesthetics offers 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 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.

Citation

Schmitt, Bernd, and Alex Simonson. Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: The Free Press, 1997.

Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.

Each topic is linked to an index of publications on that topic.