There is no way to mistake the ubiquitous trademarked Coca-Cola bottle, or the stylish ads for Absolut Vodka with any of their competitors. How have these companies created this irresistible appeal for their brands? How have they sustained a competitive edge through aesthetics? Bernd Schmitt and Alex Simonson, two leading experts in the emerging field of identity management, offer clear guidelines for harnessing a company's total aesthetic output -- its "look and f...
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You can specify the type of files you want, for your gadget.Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image | Alex Simonson, Bernd H. Schmitt. A good, fresh read, highly recommended.