ABSTRACT
This chapter aims to understand the brand identity development process by exploring the brand expressions–consumer impressions framework. It explores the role of brand aesthetics and symbolism in developing successful brand identities. Brand identity is tangible and appeals to the five senses: sight, sound, touch, taste, and smell. B. H. Schmitt and A. Simonson’s brand expressions–consumer impressions framework outlines the essential steps for developing an effective brand identity through aesthetics and symbolism, leading to strong and positive impressions in consumers’ minds. There are three types of brand identities organisations can choose: monolithic identity, branded identity, and endorsed identity. The chapter examines the concept of aesthetics and sensory marketing in more depth, providing a comprehensive discussion of primary elements, i.e. shapes, colours, typefaces, sounds, materials and textures, and scents. Shapes are very important in sensory marketing because if they are repeatedly paired with a brand, they can enable the organisation to build a strong, and global, brand identity.
