The Sight Sense

This chapter begins with a discussion of the importance of a firm’s “genetic code” in clarifying its identity as a brand. Then, different sense expressions in visualizing a brand and creating a sight experience are discussed. In this regard the meaning of the down-to-earth and virtual formation of the service landscape in a holistic perspective is emphasized. Finally, the U.S. fashion retailer Abercrombie & Fitch is presented as an example of the brand as a sight experience.