Marketing Aesthetics: The Strategic Management of Brands, Identity and Image

Authors: Bernd Schmitt and Alex Simonson

(authors contributed equally; names appear in alphabetical order.)

“No less than a breakthrough...the most important, original marketing book I’ve read (devoured/digested) in a long time.”

From the foreword by Tom Peters, author of In Search of Excellence and The Pursuit of WOW!

“Visual Imagery has been the neglected element of branding, usually treated in an ad-hoc manner. Thanks to this pathbreaking book, we now have a more scientific knowledge of how visual imagery works to build strong brands and it can be actively managed.”

David A. Aaker, Professor of Marketing, University of California at Berkeley and author of Managing Brand Equity and Building Strong Brands.

Marketing Aesthetics is about the experiential aspects of marketing. The book focuses on the creation, value and management of trade dress (sensory experiences). We present a framework for understanding consumer perceptions of trade dress, how to manage brands and identity, and how to conduct appropriate research concerning brands, identity and image.