Brand Aesthetics

Author(s): G. Mazzalovo
Publisher: Palgrave Macmillan
ISBN: 9780230336735
Edition:

$39,99

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Description

Description

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.