The Sight Sense

Bertil Hultén, Niklas Broweus and Marcus Dijk

Chapter 5 in Sensory Marketing, 2009, pp 87-111 from Palgrave Macmillan

Abstract: Abstract This chapter begins with a discussion of the importance of a firm’s “genetic code” in clarifying its identity as a brand. Then, different sense expressions in visualizing a brand and creating a sight experience are discussed. In this regard the meaning of the down-to-earth and virtual formation of the service landscape in a holistic perspective is emphasized. Finally, the U.S. fashion retailer Abercrombie & Fitch is presented as an example of the brand as a sight experience.

Keywords: Genetic Code; Trade Mark; Brand Image; Grocery Retailer; Home Evening (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23704-9_5

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230237049

DOI: 10.1057/9780230237049_5

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().