Historical Foundations: From Experimental Aesthetics to Postmodernism

Abstract

Having defined the concept of brand aesthetics and attempted to establish its managerial relevance, it is now legitimate to ask how the respective disciplines of aesthetics and brand management have come to converge. The starting point of this process of convergence was the advent of experimental aesthetics, when a scientific interest developed in the reaction of groups of people to the form, colour, or graphic aspects of objects or works of art.