We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Gestion expressive des marques dans un contexte de baroquisation.
- Authors
Mazzalovo, Gérald; Darpy, Denis
- Abstract
70% of the logos of the 40 largest stocks of Euronext Paris that have been modified in the past 20 years have become more baroque. It is a symptom of the baroquisation trend of consumption, which put brands in the quandary between following the trends of market taste and adjusting the aesthetic components of their identity. Art history can be a source of analytical frameworks that can help brands resolve this issue. The analogue stylistic notions of organic/crystalline and baroque/classical, which qualify certain types of expressions and link them to specific world visions, provide a methodological assessment approach to the consistencies of the changes that brands need to address, enabling proactive brand aesthetics management to issues arising from the taste changes of consumers.
- Publication
Décisions Marketing, 2014, Issue 74, p83
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.074.83.96