Pro Logo: Brands as a Factor of Progress

Chevalier, M. and Mazzalovo, G.

ISBN 10: 1403918252 / ISBN 13: 9781403918253

Published by Palgrave Macmillan, 2004

About this Item

This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. Dust jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,750grams, ISBN:9781403918253.

Seller Inventory # 9161306

Bibliographic Details

• Title: Pro Logo: Brands as a Factor of Progress
• Publisher: Palgrave Macmillan
• Publication Date: 2004
• Language: English
• ISBN 10: 1403918252
• ISBN 13: 9781403918253
• Binding: Hardcover
• Condition: Good
• Dust Jacket Condition: Dust Jacket Included
• Weight: 750 grams
• Seller catalogs:
  • Business

About this title

Synopsis

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 Author

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.