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 feel" -- to provide a vital competitive advantage. Going
beyond standard traditional approaches on branding, this
fascinating book is the first to combine branding, identity, and
image and to show how aesthetics can be managed through logos,
brochures, packages, and advertisements, as well as sounds, scents,
and lighting, to sell "the memorable experience." The authors
explore what makes a corporate or brand identity irresistible, what
styles and themes are crucial for different contexts, and what
meanings certain visual symbols convey. Any person in any
organization in any industry can benefit from employing the tools
of "marketing aesthetics." Schmitt and Simonson describe how a firm
can use these tools strategically to create a variety of sensory
experiences that will (1) ensure customer satisfaction and loyalty;
(2) sustain lasting customer impressions about a brand's or
organization's special personality; (3) permit premium pricing; (4)
provide legal "trade dress" protection from competitive attacks;
(5) lower costs and raise productivity; and (6) most importantly,
create irresistible appeal. The authors show how to manage identity
globally and how to develop aesthetically pleasing retail spaces
and environments. They also address the newly emergent topic of how
to manage corporate and brand identity on the Internet. Supporting
their thesis with numerous real-world success stories such as
Absolut Vodka, Nike, the Gap, Cathay Pacific Airlines, Starbucks,
the New Beetle Website, and Lego, the authors explain how actual
companies have developed, refined, and maintained distinct
corporate identities that set them apart from competitors.
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