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Brands as a Factor of Progress

  • Book
  • © 2004

Overview

Authors:
  1. Michel Chevalier
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  2. Gérald Mazzalovo
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Table of contents (12 chapters)

  1. Front Matter

    Pages i-xiv
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  2. Introduction

    1. Introduction

      • Michel Chevalier, Gérald Mazzalovo
      Pages 1-5

  3. The World of Brands

    1. Front Matter

      Pages 7-10
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    2. What is a brand?

      • Michel Chevalier, Gérald Mazzalovo
      Pages 11-40

    3. Anti-brand communication

      • Michel Chevalier, Gérald Mazzalovo
      Pages 41-69

    4. From value to progress

      • Michel Chevalier, Gérald Mazzalovo
      Pages 70-88

  4. Brand Management

    1. Front Matter

      Pages 89-92
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    2. Brand identity

      • Michel Chevalier, Gérald Mazzalovo
      Pages 93-137

    3. The brand life cycle and the global dimension

      • Michel Chevalier, Gérald Mazzalovo
      Pages 138-164

    4. The brand audit

      • Michel Chevalier, Gérald Mazzalovo
      Pages 165-199

  5. The Role of the Consumer

    1. Front Matter

      Pages 201-204
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    2. Consumers’ behavior

      • Michel Chevalier, Gérald Mazzalovo
      Pages 205-220

    3. Consumers’ power

      • Michel Chevalier, Gérald Mazzalovo
      Pages 221-238

    4. Structured consumer action

      • Michel Chevalier, Gérald Mazzalovo
      Pages 239-262

  6. Conclusion

    1. Front Matter

      Pages 263-263
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    2. Brands and globalization

      • Michel Chevalier, Gérald Mazzalovo
      Pages 265-281

    3. Postscript

      • Michel Chevalier, Gérald Mazzalovo
      Pages 282-283

  7. Back Matter

    Pages 284-N32
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Keywords

About this book

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.

Reviews

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

About the authors

MICHEL CHEVALIER is a Partner at Executive Interim Management. He has previously worked for the Boston Consulting Group, has been CEO of Paco Rabanne, Executive Vice-President of BlueBell Asia in Tokyo and Hong Kong and CEO of Revillon. He has taught at leading business schools, including INSEAD, CEDEP, ESSEC and HEC and is currently Professor at the Institut Superieur du Marketing du Luxe and at ESSEC, France.

GÉRALD MAZZALOVO is consulting and teaching brand management. He is currently President of the CLERGERIE group. He has been CEO at Ferragamo (USA), has worked for Arthur Andersen in Milan and been President at Loewe and Bally. He teaches at ESSEC, France on their MBA in Luxury Brand Management.

Bibliographic Information

  • Book Title: Pro Logo

  • Book Subtitle: Brands as a Factor of Progress

  • Authors: Michel Chevalier, Gérald Mazzalovo

  • DOI: https://doi.org/10.1057/9780230508897

  • Publisher: Palgrave Macmillan London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2004

  • Hardcover ISBN: 978-1-4039-1825-3Published: 10 October 2003

  • Softcover ISBN: 978-1-349-51411-3Published: 01 January 2004

  • eBook ISBN: 978-0-230-50889-7Published: 10 October 2003

  • Edition Number: 1

  • Number of Pages: XIV, 322

  • Topics: Marketing, Accounting/Auditing, Management, Finance, general

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