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.
- ISBN13 9781349514113
- Publish Date 1 January 2004 (first published 10 October 2003)
- Publish Status Active
- Publish Country GB
- Imprint Palgrave Macmillan
- Edition 1st ed. 2004
- Format Paperback
- Pages 322
- Language English