The Chain of Brand Aesthetics

Gérald Mazzalovo

Chapter 5 in Brand Aesthetics, 2012, pp 83-97 from Palgrave Macmillan

Abstract: Abstract Having defined the brand identity and shown how relationships between its ethics and aesthetics produce meaning, we now venture beyond the strictly semiotic approach to open the discussion to broader considerations and eventually introduce what we call ‘the chain of brand aesthetics’.

Keywords: Brand Product; Functional Purpose; Aesthetic Preference; Brand Communication; Brand Identity (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-02560-9_6

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DOI: 10.1057/9781137025609_6

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