09-10-07 - TC 245 Branding and aesthetics Aesthetic form is...

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TC 245 10/09/2007 09:00:00 Branding and aesthetics Aesthetic form is powerful o Turn into a premium product o Differentiates products by their design Coca cola red Dyson bright yellow vacuum cleaner Michael graves appliances Apparel Hervé Léger bandage dress Issey Miyake Pleats Please Chanel quilted purses Name o Short o Memorable o Say something about the brand o Easy to pronounce and write o Good names Nike o Bad names Aeropostale (how do you pronounce?) Strong symbols o Logos/icon= distinctive typeface, lettering style; trademark E.g., Arizona tea cherry blossom design o Provide cohesion and structure to identity o Gain recognition and recall
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o Strong symbols Avatars = icon that can move, morph, or operate freely across  different media E.g., (((XM))) radio waves turn into hair styles connected  to styles of music Marketing aesthetics
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This note was uploaded on 03/28/2008 for the course TC 245 taught by Professor Fiore during the Fall '07 term at Iowa State.

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09-10-07 - TC 245 Branding and aesthetics Aesthetic form is...

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