Brand Beauty Unleashed The Value Of Aesthetics In Marketing | Business

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 neurosciences. 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 recognized authority in marketing and brand strategy Brand Beauty Unleashed gives students with an interest in marketing consumer behavior branding and neuromarketing an exciting new perspective on this intangible asset. |Brand Beauty Unleashed The Value of Aesthetics in Marketing | Business