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Brands as a Factor of Progress

By: Michel Chevalier, Gerald Mazzalovo

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Hardcover | 1 March 2004 | Edition Number 1

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Hardcover
336 Pages

Dimensions(cm)
22.86 x 15.88 x 2.54

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

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List of figures	p. viii
List of plates	p. x
Acknowledgments	p. xiii
Introduction	p. 1
The world of brands	p. 7
What is a brand?	p. 11
The brand as contract	p. 12
Brands and time	p. 15
Brands and industrial sectors	p. 21
Brands and society	p. 26
The brand and its signs	p. 27
Anti-brand communication	p. 41
Models under protest	p. 43
Yelling to be heard	p. 47
Arrogant brands	p. 56
Conclusion	p. 68
From value to progress	p. 70
The generation of wealth	p. 72
Promotion of the process of innovation and creation	p. 74
Perfecting markets	p. 77
Promotion of multiculturalism	p. 82
Progress engendered by consumers	p. 83
Conclusion	p. 87
Brand management	p. 89
Brand identity	p. 93
A still too unfamiliar concept	p. 94
Tools for analyzing brand identity	p. 97
Brand identity and consumer identity	p. 125
The limits of the concept of identity: strategic and operational implications	p. 130
The responsibilities of the company	p. 135
The brand life cycle and the global dimension	p. 138
Measuring a brand's strength	p. 142
The birth of a brand	p. 143
Growth of a brand	p. 145
Conclusion	p. 154
A brand's maturity	p. 155
Decline, relaunching, and death of a brand	p. 156
Global brands, local brands	p. 161
Conditions and advantages of a global strategy	p. 161
The brand audit	p. 165
The chain of communication	p. 166
The brand audit	p. 175
The limits of the audit	p. 188
Criteria of good brand management	p. 190
The role of the consumer	p. 201
Consumers' behavior	p. 205
Towards a formalization of purchasing behaviors	p. 206
Personality and values	p. 209
The notion of perception	p. 210
Attitudes and preferences	p. 213
The purchase decision	p. 214
The influence of the group on individual behaviors	p. 216
Conclusion	p. 219
Consumers' power	p. 221
An ethical counterbalance	p. 222
Virtues of the act of purchase	p. 225
The limits of consumer power	p. 227
The rational consumer	p. 233
The responsible consumer	p. 236
Conclusion	p. 237
Structured consumer action	p. 239
The emergence of consumer law	p. 240
The power and scope of consumer movements	p. 248
Boycotts and their effectiveness	p. 251
An assessment of boycotts and the true means of consumer advocacy	p. 259
Conclusion	p. 263
Brands and globalization	p. 265
Global brand, or "global" as a brand?	p. 266
Brands and multinationals	p. 269
Brands and cultures	p. 273
To conclude	p. 280
Postscript	p. 282
Index	p. 284
Table of Contents provided by Ingram. All Rights Reserved.

Pro Logo

Brands as a Factor of Progress

At a Glance

Hardcover

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

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