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2012 | OriginalPaper | Buchkapitel
The Relevance of the Concept
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To 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: The sensory dimensions of objects, particularly their visual appearance, influence consumers’ judgements about them.The world of consumption has become dramatically ‘aesthetized’ since the 1980s and 90s and brands are now paying much more attention to the aesthetic treatments of their products and their communication in general.The concept helps to solve some managerial problems.