Advertisement

Pro Logo

Brands as a factor of progress

  • Authors
  • Michel Chevalier
  • Gérald Mazzalovo

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Introduction

    1. Michel Chevalier, Gérald Mazzalovo
      Pages 1-5
  3. The World of Brands

    1. Front Matter
      Pages 7-10
    2. Michel Chevalier, Gérald Mazzalovo
      Pages 11-40
    3. Michel Chevalier, Gérald Mazzalovo
      Pages 41-69
    4. Michel Chevalier, Gérald Mazzalovo
      Pages 70-88
  4. Brand Management

    1. Front Matter
      Pages 89-92
    2. Michel Chevalier, Gérald Mazzalovo
      Pages 93-137
    3. Michel Chevalier, Gérald Mazzalovo
      Pages 138-164
    4. Michel Chevalier, Gérald Mazzalovo
      Pages 165-199
  5. The Role of the Consumer

    1. Front Matter
      Pages 201-204
    2. Michel Chevalier, Gérald Mazzalovo
      Pages 205-220
    3. Michel Chevalier, Gérald Mazzalovo
      Pages 221-238
    4. Michel Chevalier, Gérald Mazzalovo
      Pages 239-262
  6. Conclusion

    1. Front Matter
      Pages 263-263
    2. Michel Chevalier, Gérald Mazzalovo
      Pages 265-281
    3. Michel Chevalier, Gérald Mazzalovo
      Pages 282-283
  7. Back Matter
    Pages 284-N32

About this book

Introduction

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 worldwide economic and political systems, but that they can be signs of excellence and differentiation and vectors of values which favour multicultural understanding and put people in a position to generate progress.

Keywords

brand communication management

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Telecommunications
Consumer Packaged Goods