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Brand Beauty Unleashed The Value of Aesthetics in Marketing 1st Edition by Roberto M Álvarez Del Blanco ISBN 978-0367112400

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Brand Beauty Unleashed The Value of Aesthetics in Marketing 1st Edition Roberto M. Álvarez Del Blanco Digital Instant Download

Author(s): Roberto M. Álvarez del Blanco
ISBN(s): 9780367112400, 036711240X
Edition: 1
File Details: PDF, 41.93 MB
Year: 2020
Language: english
SKU: EB-42601486 Category: Tag:

Brand Beauty Unleashed The Value of Aesthetics in Marketing 1st Edition by Roberto M Álvarez Del Blanco – Ebook PDF Instant Download/Delivery: 978-0367112400
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ISBN 13: 978-0367112400

Author: Roberto M Álvarez Del Blanco

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.

Traditionally, beauty has been examined in relation to its influence on painting, sculpture, literature, music, and architecture. However, its value and power in the marketplace is understudied. Álvarez del Blanco provides a systematic analysis of beauty in commonplace objects and brands, drawing on cutting-edge research at the intersection of marketing and neurosciences. Through examining the neuroscientific evidence for how the brain processes beauty, the author articulates the implications this may have on marketing and brand management. He also offers a glimpse of how beauty may evolve, and its marketing implications for firm strategy in the coming decades.

Written by a recognized authority in marketing and brand strategy, Brand Beauty Unleashed gives students with an interest in marketing, consumer behavior, branding, and neuromarketing an exciting new perspective on this intangible asset.

Table of contents: 

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. Table of Contents
  7. Preface
  8. Acknowledgments
  9. List of figures
  10. Epigraphs
  11. PART I Beauty: a supreme evolution
  12. 1 A brief history of beauty
  13. The origin of beauty
  14. Codes of beauty
  15. Beauty optics
  16. Beauty a-go-go
  17. Book outline
  18. 2 Typologies of beauty
  19. Human beauty
  20. Natural beauty
  21. Everyday beauty
  22. Artistic beauty
  23. Scientific beauty
  24. Empty beauty
  25. Temporal beauty
  26. 3 Beauty and the sublime
  27. Beyond beauty
  28. The metaphorical sublime and the interpretative sublime
  29. Innovation of the “techno-sublime”
  30. Final thought on sublimity
  31. 4 The beauty of objects
  32. The beauty of objects from different perspectives
  33. The beauty of machines
  34. Futuristic exaltation of the machine
  35. The third industrial revolution
  36. 5 Symmetries and proportions of intentional beauty
  37. The search for symmetry
  38. The golden number
  39. Perfect beauty
  40. PART II Beauty and the brain
  41. 6 Neuroaesthetics
  42. The brain and the neurosciences
  43. The evolution of neuroaesthetics
  44. The splendor of beauty in the brain: intentional beauty
  45. Frontiers of neuroaesthetics
  46. 7 The value of beauty
  47. Owned value of beauty
  48. Activated beauty
  49. Experiencing beauty
  50. 8 Defining intentional beauty
  51. The management of intentional beauty
  52. Relational link
  53. The economy of experiences
  54. Sensoriality
  55. 9 What a beautiful product, what a wonderful experience!
  56. I shop; therefore, I am
  57. Experience at the point of sale
  58. Circumstantial evidence
  59. The glamour of things
  60. PART III The spell of beauty
  61. 10 Physical beauty
  62. How to measure physical beauty
  63. Mirror, mirror
  64. Media influence
  65. Physical beauty and happiness
  66. 11 Inner beauty
  67. Values
  68. House of personal values
  69. Exemplariness
  70. Inner beauty and happiness
  71. 12 Hollywood: a spectacular factory of beauty
  72. Take 1: the influence of cinema—lights, camera, action!
  73. Take 2: celluloid beauty factor—lights, camera, action!
  74. Take 3: beauty à la carte—lights, camera, action!
  75. Take 4: technological fiction—lights, camera, action!
  76. 13 Beauty in robotics and new technologies
  77. The triumph of astringent beauty
  78. Beauty in the digital landscape
  79. Beauty in robotic rigid bodies
  80. 14 The economy of beauty
  81. Pulchronomics
  82. The beauty industry
  83. Beauty in the global economy
  84. 15 The future of beauty
  85. Cosmopolitanism
  86. Immortality
  87. Hyper-narcissism
  88. Cyber sapiens
  89. Beauty adorns virtue
  90. Index

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Tags: Roberto M Álvarez Del Blanco, Brand Beauty Unleashed, The Value of Aesthetics in Marketing