ABSTRACT
This chapter focuses on the delivery of brand value through aesthetics. Based on the concepts of aestheticisation and artification, the discussion centres on the use of art and architecture to create and communicate a meaningful and value-laden brand identity. It seeks to demonstrate that the aesthetic dimension of brands not only represents a peripheral function, but has become a predominant differentiator in the construction of brand identity. In postmodern consumer societies, aesthetic features play a critical role in branding, both for product and service brands. In addition to art, architecture contributes significantly to the creation of an idiosyncratic brand style. The privatisation of cultural life through the aestheticisation and artification of commercial brands has provoked controversial debates. Aesthetic marketing initiatives create corporate atmosphere, style, and brand personality, which have become critically important concepts for the achievement of branding objectives. Brand character, culture, and values are intangible assets that address branding questions beyond commercial transaction-based activities.
