Brand Beauty Unleashed: The Value of Aesthetics in Marketing

ISBN-13: 9780367112417 / Angielski / Miękka / 2020 / 190 str.

Roberto M. Alvarez del Blanco

Opis

This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace.

Spis treści

Part 1: Beauty as Supreme Evolution  1. A Brief History of Beauty  2. Typologies of Beauty  3. Beauty and Sublime  4. The Beauty of Objects  5. Symmetries and Proportions of Intentional Beauty  Part 2: Beauty and the Brain  6. Neuroaesthetics  7. The Value of Beauty  8. Defining Intentional Beauty  9. What a Beautiful Product, What a Wonderful Experience!  Part 3: The Spell of Beauty  10. Physical Beauty  11. Inner Beauty  12. Hollywood: Spectacular Factory of Beauty  13. Beauty in Robotics and New Technologies  14. The Economy of Beauty  15. The Future of Beauty

O autorze

Roberto M. Álvarez del Blanco is a Visiting Scholar at Stern School of Business, New York University, US. He has been Visiting Professor at the Haas School of Business, University of California at Berkley, US; Rockefeller University, US; and IE Business School in Madrid, Spain. He has published widely on neuromarketing, personal branding, brand leadership and marketing strategy.