Brand Aesthetics

1. Introduction
Gérald Mazzalovo

Part I. Brand Aesthetics: Theory and Direct Applications

2. Brand Aesthetics: An Oxymoron?
Gérald Mazzalovo

3. The Relevance of the Concept
Gérald Mazzalovo

4. Historical Foundations: From Experimental Aesthetics to Postmodernism
Gérald Mazzalovo

5. Brand Identity
Gérald Mazzalovo

6. The Chain of Brand Aesthetics
Gérald Mazzalovo

Part II. Brand Aesthetics: Applications to Linear Aesthetic Expressions

7. Lines and Forms
Gérald Mazzalovo

8. The Relevance of Lines in Brand Aesthetic Management
Gérald Mazzalovo

9. The Semiotic Square of Linearity
Gérald Mazzalovo

10. Possible Meanings of the Four Lines
Gérald Mazzalovo

11. Managerial Applications of the SINC© Square
Gérald Mazzalovo

12. Consumers’ Preferences for the Four Lines
Gérald Mazzalovo

13. Conclusions
Gérald Mazzalovo

Keywords: Business and Management, Marketing, Computer Graphics, Business Strategy/Leadership, International Business, Aesthetics