a marketing paradigm: leading organisations that create brand identity in a consciously and well designed aesthetics-focused manner

Inasmuch as marketing is based on creating value for consumers and receiving values inreturn, needs of consumers and requests thereof arising incident thereto is of substantialimportance for marketers. Should the marketers be oriented to meet the needs of people insocieties that have passed to the consumption of experiences for the sake of creating value forconsumers by considering this, such an approach will be recognized as a 'value' they look forthrough the members/ consumers of cited societies and turn back again as a 'value' tobusinesses in return.Aesthetics is of the essence in order to create customer value however strategic managementof aesthetics, as well as other tools creating value, is also required for ensuring the fullpotential of the value expected in return of the investment made.The vitality of aesthetics incustomers’ lives provides opportunities for organizations to appeal to customers through avariety of sensory experiences and thereby benefitboth the customers and the organizationsthrough customer satisfaction and loyalty. These opportunities are not limited to industriessuch as fashion, cosmetics and entertainment that are concerned with aesthetic products assuch. They are not limited to exclusive, luxury products for high-end segments. Anyorganization 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-focusedmarketing aesthetics and importance of aestheticsin terms of brand and people, andpioneering businesses that create brand identitiesknowingly and by planning will bediscussed with examples germane thereto.