Brand Beauty Unleashed: The Value of Aesthetics in Marketing

1st Edition

Roberto M. Álvarez del Blanco

Routledge
March 17, 2020 Forthcoming
Reference - 208 Pages - 88 Color & 3 B/W Illustrations
ISBN 9780367112417 - CAT# K407200

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Summary

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.

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