Pro Logo: Brands as a Factor of Progress
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Other editions - View all
act of purchase actions activities advertising associations attitude Banco Sabadell baroque become behavior Benetton campaign boycott brand identity brand managers Burberry Calvin Klein choice Christian Dior Coca-Cola coherence company’s competition competitors concept consumer’s created creative Crédit du Nord cultural customers differentiation dimension Ducati economic effective elements ethic and esthetic evolution example exist expression fact factors fashion feel Ferragamo Figure France French global brands guarantee Gucci Hermès individual industry innovation Jean-Marie Floch launch lifestyle logo Louis Vuitton major brands manifestations McDonald’s means Mecca-Cola Naomi Klein Nestlé Nike operational organization perception personality phenomenon positive possible problems product offering progress promotion provocation relations relaunching responsibilities result retail role Salvatore Ferragamo sector semiotic square signs social specific strategy success supermarket Swiss target tion trend values visible