Abstract
Having defined the brand identity and shown how relationships between its ethics and aesthetics produce meaning, we now venture beyond the strictly semiotic approach to open the discussion to broader considerations and eventually introduce what we call ‘the chain of brand aesthetics’.
The identity of a brand is the sum of all discourses about it.
Andrea Semprini (2005)
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Copyright information
© 2012 Gérald Mazzalovo
About this chapter
Cite this chapter
Mazzalovo, G. (2012). The Chain of Brand Aesthetics. In: Brand Aesthetics. Palgrave Macmillan, London. https://doi.org/10.1057/9781137025609_6
Download citation
DOI: https://doi.org/10.1057/9781137025609_6
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-34055-2
Online ISBN: 978-1-137-02560-9
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)