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Pro Logo : Brands as a Factor of Progress - Gerald Mazzalovo

Pro Logo

Brands as a Factor of Progress

Hardcover Published: 10th October 2003
ISBN: 9781403918253
Number Of Pages: 322

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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.

Industry Reviews

'Cheeky title, cheeky jacket. If this does half as well as you know what, it'll be a winner.' - Keith Clack, The Bookseller

List of figuresp. viii
List of platesp. x
Acknowledgmentsp. xiii
Introductionp. 1
The world of brandsp. 7
What is a brand?p. 11
The brand as contractp. 12
Brands and timep. 15
Brands and industrial sectorsp. 21
Brands and societyp. 26
The brand and its signsp. 27
Anti-brand communicationp. 41
Models under protestp. 43
Yelling to be heardp. 47
Arrogant brandsp. 56
Conclusionp. 68
From value to progressp. 70
The generation of wealthp. 72
Promotion of the process of innovation and creationp. 74
Perfecting marketsp. 77
Promotion of multiculturalismp. 82
Progress engendered by consumersp. 83
Conclusionp. 87
Brand managementp. 89
Brand identityp. 93
A still too unfamiliar conceptp. 94
Tools for analyzing brand identityp. 97
Brand identity and consumer identityp. 125
The limits of the concept of identity: strategic and operational implicationsp. 130
The responsibilities of the companyp. 135
The brand life cycle and the global dimensionp. 138
Measuring a brand's strengthp. 142
The birth of a brandp. 143
Growth of a brandp. 145
Conclusionp. 154
A brand's maturityp. 155
Decline, relaunching, and death of a brandp. 156
Global brands, local brandsp. 161
Conditions and advantages of a global strategyp. 161
The brand auditp. 165
The chain of communicationp. 166
The brand auditp. 175
The limits of the auditp. 188
Criteria of good brand managementp. 190
The role of the consumerp. 201
Consumers' behaviorp. 205
Towards a formalization of purchasing behaviorsp. 206
Personality and valuesp. 209
The notion of perceptionp. 210
Attitudes and preferencesp. 213
The purchase decisionp. 214
The influence of the group on individual behaviorsp. 216
Conclusionp. 219
Consumers' powerp. 221
An ethical counterbalancep. 222
Virtues of the act of purchasep. 225
The limits of consumer powerp. 227
The rational consumerp. 233
The responsible consumerp. 236
Conclusionp. 237
Structured consumer actionp. 239
The emergence of consumer lawp. 240
The power and scope of consumer movementsp. 248
Boycotts and their effectivenessp. 251
An assessment of boycotts and the true means of consumer advocacyp. 259
Conclusionp. 263
Brands and globalizationp. 265
Global brand, or "global" as a brand?p. 266
Brands and multinationalsp. 269
Brands and culturesp. 273
To concludep. 280
Postscriptp. 282
Indexp. 284
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9781403918253
ISBN-10: 1403918252
Series: Palgrave Business
Audience: Tertiary; University or College
Format: Hardcover
Language: English
Number Of Pages: 322
Published: 10th October 2003
Publisher: Palgrave USA
Country of Publication: US
Dimensions (cm): 22.9 x 15.2  x 2.36
Weight (kg): 0.64
Edition Number: 1

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