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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