Marketing aesthetics: the strategic management of brands, identity, and image
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Free Press
1997
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 345 S. Ill., graph. Darst. |
| ISBN: | 0684826550 9781439172926 1439172927 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804142023699070976 |
|---|---|
| adam_text | CONTENTS
Foreword by Tom Peters xi
Preface xiii
Acknowledgments xv
PART I: AESTHETICS AS A STRATEGIC TOOL
1. Aesthetics: The New Marketing Paradigm 3
Absolut Vodka: Aesthetics with a Twist
GAP, Inc.: Revamping Casual Retailing Through Aesthetics
Cathay Pacific Airways: The Heart of Asia
Aesthetics as a Differentiator
Cutting-Edge Organizations Focus on Aesthetics
From Benefits and Branding to Experiences
Marketing Aesthetics
Aesthetics Provides Tangible Value for the Organization
Aesthetics Must Be Everyone s Concern
Aesthetics Strategy
2,. Creating Identity and Image Through Aesthetics 26
Lucent Technologies: A New Identity for the AT T Spin-Off
Creating a New Identity
Drivers of Identity Management
Identity Management Is Not Brand Management
Identity Creates Image
Continential Airlines: A Comprehensive Identity Overhaul
Identity Planning: Past, Present, and Future
How This Book Will Help Managers
The Corporate Expressions/Customer Impressions Framework
x Contents
Deciding Whether to Standardize or Localize an Identity
Organization/Competitive Factors
Cultural Factors
Industry and Product Category Factors
Attitudes Toward Foreign Images
Styles and Themes in Global Identity Management
Application: Bosch in East Asia
Application: Motorola in China
Summary
10. Retail Spaces and Environments 279
Godiva: A Memorable In-Store Chocolate Experience
Nike: From Sports Shoes to Aesthetic Totalitarianism?
Aesthetics in Retail and Environmental Spaces
Strategic Issues for Retailers and Manufacturers
Modern Retail Identities
Application: Ann Taylor
Environmental Spaces
Managing Retail and Environmental Aesthetics
Cyberspaces
11./Corporate and Brand Identity on the Internet 302
Volkswagen s New Beetle Web Site
Netscape and Yahoo!
The World Wide Web as a Marketing Tool
The World Wide Web as an Identity Element
The Unique Properties of the Web
Creating Identity on the Web
The Future Is Now: Transient Images and Virtual Identities
Notes 321
Index 331
About the Authors 345
viii Contents
PART II: IDENTITY MANAGEMENT
THROUGH AESTHETICS
3. Corporate and Brand Expressions 53
IBM s Corporate and Brand Expressions
Managing Expressions
The Public Face of the Organization and Its Brands
Managing Different Types of Identities
Managing Identity Changes
Expressing the Private Self of the Organization or Its Brands
Relating the Public Face and the Private Self
Application: Digital Corporation
Planning Devices for Managing Expressions
Summary
4, Styles 80
-- Starbucks and the Coffee Craze Phenomenon
What Is Style ?
Sight: All Perceptions Start with the Eye
Shape
Color
Using Color for Identity
What Does Color Mean to Customers?
The Structure of Color Categories
Typeface
Sound
Touch
Application: S.D. Warren s Material Aesthetics
Scent: Taste and Smell
Creating a Style: Synesthesia
Applica tion: Gille tte
Strategic Issues in Style Creation
Modifying a Style
Dimensions of Style
Summary
5, Themes 120
Pepperidge Farm Cookies: Themes of a Distinctive Collection
Expressive Themes
Creating Themes Through Aesthetics: Three Stages
Analyzing the Organization, Its Customers, and Its Competitors
Finding Rich Thematic Content
Representing Themes Through Aesthetics
Strategic Issues in Theme Selection
Summary
1
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV024991504 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:25:11Z |
| institution | BVB |
| isbn | 0684826550 9781439172926 1439172927 |
| language | English |
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| spelling | Schmitt, Bernd Verfasser aut Marketing aesthetics the strategic management of brands, identity, and image Bernd Schmitt ; Alex Simonson New York [u.a.] Free Press 1997 XV, 345 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Ästhetik (DE-588)4000626-8 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Ästhetik (DE-588)4000626-8 s Strategisches Management (DE-588)4124261-0 s DE-188 Markenpolitik (DE-588)4144679-3 s Simonson, Alex Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019656857&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Schmitt, Bernd Simonson, Alex Marketing aesthetics the strategic management of brands, identity, and image Ästhetik (DE-588)4000626-8 gnd Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4000626-8 (DE-588)4144679-3 (DE-588)4124261-0 (DE-588)4037589-4 |
| title | Marketing aesthetics the strategic management of brands, identity, and image |
| title_auth | Marketing aesthetics the strategic management of brands, identity, and image |
| title_exact_search | Marketing aesthetics the strategic management of brands, identity, and image |
| title_full | Marketing aesthetics the strategic management of brands, identity, and image Bernd Schmitt ; Alex Simonson |
| title_fullStr | Marketing aesthetics the strategic management of brands, identity, and image Bernd Schmitt ; Alex Simonson |
| title_full_unstemmed | Marketing aesthetics the strategic management of brands, identity, and image Bernd Schmitt ; Alex Simonson |
| title_short | Marketing aesthetics |
| title_sort | marketing aesthetics the strategic management of brands identity and image |
| title_sub | the strategic management of brands, identity, and image |
| topic | Ästhetik (DE-588)4000626-8 gnd Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Ästhetik Markenpolitik Strategisches Management Marketing |
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