Pro Logo Brands as a Factor of Progress

by Chevalier, Michel; Mazzalovo, Gérald

• ISBN13: 9781403918253
• ISBN10: 1403918252
• Edition: 1st
• Format: Hardcover
• Copyright: 2004-03-04
• Publisher: Palgrave Macmillan

Summary

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.

Author Biography

Michel Chevalier is a Partner at Executive Interim Management. GbliogTrald Mazzalovo is CEO of Ferragamo (USA).

Table of Contents

List of figures	viii
List of plates	x
Acknowledgments	xiii
Introduction	1	(6)
Part I The world of brands	7	(82)
What is a brand?	11	(30)
The brand as contract	12	(3)
Brands and time	15	(6)
Brands and industrial sectors	21	(5)
Brands and society	26	(1)
The brand and its signs	27	(14)
Anti-brand communication	41	(29)
Models under protest	43	(4)
Yelling to be heard	47	(9)
Arrogant brands	56	(12)
Conclusion	68	(2)
From value to progress	70	(19)
The generation of wealth	72	(2)
Promotion of the process of innovation and creation	74	(3)
Perfecting markets	77	(5)
Promotion of multiculturalism	82	(1)
Progress engendered by consumers	83	(4)
Conclusion	87	(2)
Part II Brand management	89	(112)
Brand identity	93	(45)
A still too unfamiliar concept	94	(3)
Tools for analyzing brand identity	97	(28)
Brand identity and consumer identity	125	(5)
The limits of the concept of identity: strategic and operational implications	130	(5)
The responsibilities of the company	135	(3)
The brand life cycle and the global dimension	138	(27)
Measuring a brand's strength	142	(1)
The birth of a brand	143	(2)
Growth of a brand	145	(9)
Conclusion	154	(1)
A brand's maturity	155	(1)
Decline, relaunching, and death of a brand	156	(5)
Global brands, local brands	161	(1)
Conditions and advantages of a global strategy	161	(4)
The brand audit	165	(36)
The chain of communication	166	(9)
The brand audit	175	(13)
The limits of the audit	188	(2)
Criteria of good brand management	190	(11)
Part III The role of the consumer	201	(62)
Consumers' behavior	205	(16)
Towards a formalization of purchasing behaviors	206	(3)
Personality and values	209	(1)
The notion of perception	210	(3)
Attitudes and preferences	213	(1)
The purchase decision	214	(2)
The influence of the group on individual behaviors	216	(3)
Conclusion	219	(2)
Consumers' power	221	(18)
An ethical counterbalance	222	(3)
Virtues of the act of purchase	225	(2)
The limits of consumer power	227	(6)
The rational consumer	233	(3)
The responsible consumer	236	(1)
Conclusion	237	(2)
Structured consumer action	239	(24)
The emergence of consumer law	240	(8)
The power and scope of consumer movements	248	(3)
Boycotts and their effectiveness	251	(8)
An assessment of boycotts and the true means of consumer advocacy	259	(4)
Part IV Conclusion	263	(19)
Brands and globalization	265	(17)
Global brand, or ``global'' as a brand?	266	(3)
Brands and multinationals	269	(4)
Brands and cultures	273	(7)
To conclude	280	(2)
Postscript	282	(2)
Index	284