Brand Beauty Unleashed: The Value of Aesthetics in Marketing, 1st Edition (Paperback) book cover

Brand Beauty Unleashed

The Value of Aesthetics in Marketing, 1st Edition

By Roberto M. Álvarez del Blanco

Routledge

208 pages | 88 Color Illus. | 3 B/W Illus.

Purchasing Options:$ = USD
Paperback: 9780367112417
pub: 2020-03-17
Available for pre-order. Item will ship after 17th March 2020
$44.95
x
Hardback: 9780367112400
pub: 2020-03-17
Available for pre-order. Item will ship after 17th March 2020
$155.00
x


FREE Standard Shipping!

Description

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.

Table of Contents

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

About the Author

Roberto M. Álvarez del Blanco is 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.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS043000
BUSINESS & ECONOMICS / Marketing / General
BUS043030
BUSINESS & ECONOMICS / International / Marketing
PSY021000
PSYCHOLOGY / Industrial & Organizational Psychology
PSY031000
PSYCHOLOGY / Social Psychology