Pro Logo

Pro Logo

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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.... Benetton Ferrari Sony Ungaro Levia#39;s Virgin Swatch Kookai Philips Danone Oasis Moschino Gillette Zara Bally Lancel ... Proppa#39;s initial schema was used by Jean-Marie Floch in his work on brands. ... 4.17 Semiotic mapping of consumer values: a few examples of brand positioning display program and display manual .


Title:Pro Logo
Author: Michel Chevalier, Gérald Mazzalovo
Publisher:Palgrave Macmillan - 2003-10-10
ISBN-13:

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