A MARKETING PARADIGM: LEADING ORGANISATIONS THAT CREATE BRAND IDENTITY IN A CONSCIOUSLY AND WELL DESIGNED AESTHETICS-FOCUSED MANNER

Abstract

Inasmuch as marketing is based on creating value for consumers and receiving values in return, needs of consumers and requests thereof arising incident thereto is of substantial importance for marketers. Should the marketers be oriented to meet the needs of people in societies that have passed to the consumption of experiences for the sake of creating value for consumers by considering this, such an approach will be recognized as a 'value' they look for through the members/ consumers of cited societies and turn back again as a 'value' to businesses in return. Aesthetics is of the essence in order to create customer value however strategic management of aesthetics, as well as other tools creating value, is also required for ensuring the full potential of the value expected in return of the investment made. The vitality of aesthetics in customers’ lives provides opportunities for organizations to appeal to customers through a variety of sensory experiences and thereby benefit both the customers and the organizations through customer satisfaction and loyalty. These opportunities are not limited to industries such as fashion, cosmetics and entertainment that are concerned with aesthetic products as such. They are not limited to exclusive, luxury products for high-end segments. Any organization whatsoever,in any industry, for any customer base, for profit or not for profit, governmental or private, consumer, industrial or service can benefit from using aesthetics. In this study, the concept of aesthetics is evaluated within the purview of product-focused marketing aesthetics and importance of aesthetics in terms of brand and people, and pioneering businesses that create brand identities knowingly and by planning will be discussed with examples germane thereto.

Keywords

• aesthetics, marketing aesthetics, brand identity, the leader brands

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