Pro Logo - Brands as a Factor of Progress (Hardcover, 2004 ed.)

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.

General

Imprint:	Palgrave Macmillan
Country of origin:	United States
Release date:	October 2003
First published:	2004
Authors:	M. Chevalier • G Mazzalovo
Dimensions:	229 x 152 x 28mm (L x W x T)
Format:	Hardcover
Pages:	322
Edition:	2004 ed.
ISBN-13:	978-1-4039-1825-3
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-4039-1825-2
Barcode:	9781403918253

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