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Brands as a Factor of Progress

Authors: Chevalier, M., Mazzalovo, G.

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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.

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.

Reviews

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


Table of contents (12 chapters)

Table of contents (12 chapters)

Buy this book

eBook 46,99 €
price for Spain (gross)
  • ISBN 978-0-230-50889-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-1-4039-1825-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 46,79 €
price for Spain (gross)
  • ISBN 978-1-349-51411-3
  • Free shipping for individuals worldwide
  • This title is currently reprinting. You can pre-order your copy now.
  • The final prices may differ from the prices shown due to specifics of VAT rules

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Bibliographic Information

Bibliographic Information
Book Title
Pro Logo
Book Subtitle
Brands as a Factor of Progress
Authors
Copyright
2004
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-0-230-50889-7
DOI
10.1057/9780230508897
Hardcover ISBN
978-1-4039-1825-3
Softcover ISBN
978-1-349-51411-3
Edition Number
1
Number of Pages
XIV, 322
Topics