Brand Aesthetics: An Oxymoron?

Gérald Mazzalovo

Chapter 1 in Brand Aesthetics, 2012, pp 11-15 from Palgrave Macmillan

Abstract: Abstract The term ‘brand aesthetics’, introduced in 1990 by the semiotician Jean-Marie Floch, continues to surprise, even 20 years later. The juxtaposition of two words rarely combined and drawn from such seemingly incom­patible fields—of aesthetics on the one hand and of trade and marketing on the other—would appear to be something of an oxymoron.

Keywords: Aesthetic Experience; Brand Management; Visual Identity; Brand Identity; Specific Individual Characteristic (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_2

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DOI: 10.1057/9781137025609_2

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