Brand Beauty Unleashed: The Value of Aesthetics in Marketing
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Description
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.
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Roberto M. Álvarez del Blanco is one of the leading international authorities in marketing and brand strategy. He worked as a Marketing professor at IE Business School, where he taught Marketing and Brand Strategy classes. He has also been a visiting professor at the Haas School of Business at the University of California, Berkeley, and most recently at the Stern School of Business at New York University, and at Rockefeller University, also in New York.
He has been a columnist and contributor to various business and economics journals and his work has been featured in a variety of media, including The Financial Times, The Wall Street Journal, and Harvard Business Review, among others.
Roberto holds an Executive Program from Harvard University, Postdoctoral Fellow in Business Administration from the University of California, Berkeley, a Doctorate in Economics from the University of Barcelona, an MBA from ESADE Business School, and a Bachelor of Administration from the University of Buenos Aires.