Titlebook: Brand Aesthetics; Gérald Mazzalovo Book 2012 Palgrave Macmillan, a division of Macmillan Publishers Limited 2012 aesthetics.brand.manageme

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U. Balucani,M. G. Pini,V. TognettiTo what extent may this concept, relatively new in its application to brands, help us manage them better? The relevance of the concept of brand aesthetics is based on three main elements:

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Solitons in a , (,=1/2) Quantum SystemWe have seen in Chapter 1 how the notion of brand aesthetics was introduced in the dual context of the expression of an identity and the production of meaning as the brand is, in the words of the semiotician Gianfranco Marrone (2007), ‘a complex entity of eminently semiotic nature’.

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Magnetic Field Effect on Biological SystemsIn order to carry out the analysis of consumer preferences for certain linear aspects of brand manifestations, an analytical screen must first be developed with a minimum number of basic linear plastic elements. These basic units must have the following charsacteristics:

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Saturation Transition in the 1D ,-, Model,Given the complexity of the multiple meanings that lines generate and that the SINC© square helps structure, it becomes necessary to demonstrate the uses it is possible to draw from these results.

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S. Boldyrev,P. Padoan,R. Jimenez,Å. NordlundThis investigation in the field of brand aesthetics, through both theoretical and practical considerations, essentially follows utilitarian purposes: to provide brand leaders with the means to better manage their brands, understand their nature as well as the behaviour of consumers, in order to be more competitive.

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Brand Aesthetics: An Oxymoron?The term ‘brand aesthetics’, introduced in 1990 by the semiotician Jean-Marie Floch, continues to surprise, even 20 years later. The juxtaposition of two words rarely combined and drawn from such seemingly incom­patible fields—of aesthetics on the one hand and of trade and marketing on the other—would appear to be something of an oxymoron.

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