After five years of research, Sasin Research Fellow Dr. Gérald Mazzalovo presents the book EXOTICISM, Brands & Society: Ethics and Aesthetics of the Diverse, an insightful exploration of how exoticism influences individual behavior, branding, marketing, and societal perceptions. The book examines the phenomenon of exoticism and its potential use as an analytical tool in brand management through historical, semiotic, sociological, and marketing perspectives. It delves into its colonial past, modern branding strategies, and ethical considerations in media and corporate narratives. Featuring a Thailand-based consumer study conducted with Jerome Hervio, CEO of Stamina Asia, it provides key insights and recommendations for brands leveraging exoticism in their advertising campaigns. Two eminent semioticians, Professors Denis Bertrand (France) and Rayco Gonzales (Spain), each contributed a chapter, offering a deeper understanding of how the phenomenon generates meaning. Get your copy on Amazon!