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Pro Logo : Brands as a Factor of Progress - M. Chevalier

Pro Logo

Brands as a Factor of Progress

By: M. Chevalier, G. Mazzalovo

eText | 10 October 2003

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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.
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Hardcover

Published: 1st March 2004

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