Brand beauty unleashed : the value of aesthetics in marketingPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2020Copyright date: ©2020Description: 1 online resource (xx, 189 pages) : color illustrationsISBN: 9780429025495; 0429025491; 9780429657894; 0429657897; 9780429655456; 0429655452; 9780429653018; 0429653018Subject(s): Branding (Marketing) | Manufactures | Aesthetics -- Psychological aspectsGenre/Form: Electronic books.LOC classification: HF5415.1255 | .A48 2020Online resources: Click here to view e-Book
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Includes bibliographical references and index.
Part 1: Beauty as Supreme Evolution 1. A Brief History of Beauty 2. Typologies of Beauty 3. Beauty and Sublime 4. The Beauty of Objects 5. Symmetries and Proportions of Intentional Beauty Part 2: Beauty and the Brain 6. Neuroaesthetics 7. The Value of Beauty 8. Defining Intentional Beauty 9. What a Beautiful Product, What a Wonderful Experience! Part 3: The Spell of Beauty 10. Physical Beauty 11. Inner Beauty 12. Hollywood: Spectacular Factory of Beauty 13. Beauty in Robotics and New Technologies 14. The Economy of Beauty 15. The Future of Beauty
"This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neuroscience. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades. Written by a recognised authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behaviour, branding, and neuromarketing an exciting new perspective on this intangible asset"-- Provided by publisher.
Roberto M. Álvarez del Blanco is a visiting Scholar at Stern School of Business, New York University, US. He has been Visiting Professor at the Haas School of Business, University of California at Berkley, US; Rockefeller University, US; and IE Business School in Madrid, Spain. He has published widely on neuromarketing, personal branding, brand leadership and marketing strategy.
Online resource; title from digital title page (viewed on April 30, 2020).