Brand Beauty Unleashed

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.

Auteur

Roberto M. Álvarez del Blanco is a Visiting Scholar at Stern School of Business, New York University, US. He has been Visiting Professor at the Haas School of Business, University of California at Berkley, US; Rockefeller University, US; and IE Business School in Madrid, Spain. He has published widely on neuromarketing, personal branding, brand leadership and marketing strategy.

Contenu

Part 1: Beauty as Supreme Evolution 1. A Brief History of Beauty 2. Typologies of Beauty 3. Beauty and Sublime 4. The Beauty of Objects 5. Symmetries and Proportions of Intentional Beauty Part 2: Beauty and the Brain 6. Neuroaesthetics 7. The Value of Beauty 8. Defining Intentional Beauty 9. What a Beautiful Product, What a Wonderful Experience! Part 3: The Spell of Beauty 10. Physical Beauty 11. Inner Beauty 12. Hollywood: Spectacular Factory of Beauty 13. Beauty in Robotics and New Technologies 14. The Economy of Beauty 15. The Future of Beauty