Pro LOGO: Brands as a Factor of Progress

by Michel Chevalier and Gérald Mazzalovo

Book Overview

The authors of this book are top executives in the luxury goods industry. In an environment in which brands have come under attack they argue that brands can be factors of progress if they are correctly managed. The book includes an analysis of brand nature and history and highlights the importance of semiotics in the management of brand identity. In summary they argue that brands cannot be held responsible for the imperfections and excesses of the...

• Format: Paperback
• Language: English
• ISBN: 134951411X
• ISBN13: 9781349514113
• Release Date: January 2004
• Publisher: Palgrave MacMillan
• Length: 322 Pages
• Weight: 1.09 lbs.
• Dimensions: 0.8" x 6.0" x 9.0"