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Palgrave Macmillan

Brand Aesthetics

  • Book
  • © 2012

Overview

Authors:
  1. Gérald Mazzalovo
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Table of contents (13 chapters)

  1. Front Matter

    Pages i-xvi
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  2. Introduction

    1. Introduction

      • Gérald Mazzalovo
      Pages 1-7

  3. Brand Aesthetics: Theory and Direct Applications

    1. Front Matter

      Pages 9-9
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    2. Brand Aesthetics: An Oxymoron?

      • Gérald Mazzalovo
      Pages 11-15

    3. The Relevance of the Concept

      • Gérald Mazzalovo
      Pages 16-36

    4. Historical Foundations: From Experimental Aesthetics to Postmodernism

      • Gérald Mazzalovo
      Pages 37-46

    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
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    2. Lines and Forms

      • Gérald Mazzalovo
      Pages 101-107

    3. The Relevance of Lines in Brand Aesthetic Management

      • Gérald Mazzalovo
      Pages 108-122

    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
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Keywords

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.

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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