THE ROLE OF THE AESTHETICS IN THE MAKING OF A BRAND

Meda Roxana Olahut and Raluca Comiati
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Raluca Comiati: Babes-Bolyai University of Cluj-Napoca, Romania

Management and Marketing Journal, 2010, vol. VIII, issue 2, 411-416

Abstract: The aim of this paper is to distinguish the role of the aesthetics in the creation of a brand. Aesthetics is a new model of marketing and it guarantees to the firms the possibility to address to the consumers through a variety of sensory experiences and, as a consequence, it brings benefits both to the consumers and to the firms by promoting customer’s satisfaction and loyalty. Those companies which are aware of the importance of creating a brand identity may get on the market a preference among consumers, its can add value to products and can impose higher prices. ZARA Company is a successful model succeeding from the beginning to use the aesthetics’ advantages to create its own identity. ZARA, the main store of the INDITEX Group (Industria del Diseño Textil SA) is an already well known international brand, its most important feature being the transfer for the retail sector together with the imagine that reflects in the territory of several coutries. Therefore, through company’s name, logo, website, own style, corporate and brand expressions, we will try to illustrate how this company managed to create a positive image among customers using aesthetics.

Keywords: the aesthetics in marketing; ZARA’s identity; themes; products; presentations; publications (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2010
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