THE ATTRACTIVE INSPIRATION IN CREATING BRAND VALUE

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1 Fozia Iqbal

Abstract

Aesthetics is a branch of philosophy dealing with the nature of art and beauty. The term “aesthetics in marketing” refers to promoting sensory experiences related to products, designed to contribute to the brand’s organization or identity. One of the best ways to differentiate the products is the use of aesthetics. Brand value is the premium value that a company realizes from a product with a recognizable name as compared to its generic equivalent. Using qualitative methods and critical analysis of literature retrieved from secondary sources, this study examines the relationship between aesthetics and brand value of local designer clothing brands.The study validated that aesthetics can play a significant role in creating brand value. The study is useful for designers as well as marketers to gain competitive advantage by utilizing aesthetics. The study is a unique piece of paper which adds value to body of existing knowledge.

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