A book for Indian designers and brand marketers, Aesthetics in Marketing primarily deals with understanding aesthetics beyond its visual association and making it relevant to product designing strategies. It is the first attempt of its kind to understand the influence of aesthetics in the context of two very important sectors of the industryconsumer durables and automobile. The book analyses various aesthetic attributes, qualities and elements in a product and deliberates on the important of each of these and the kind of balance necessary among them for designing successful products. It stands out on account of the theory, concepts and models discussed, which have a strong foundation in the authors` primary research. Through real-life case studies, interviews, and company and consumer surveys, the authors have brought to the fore the important of aesthetics in various aspects of marketing, like cultivation of a brand image, and have focused on the role played by demographic variables in influencing product buying decisions.Bringing a whole new meaning to the adage `beauty is in the eye of the beholder`, this book will certainly lead to introspection on the importance of `aesthetics` in the market value of a product.