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.
Introduction PART 1: THE WORLD OF BRANDS What is a Brand? Anti-Brand Communication From Value to Progress PART 2: BRAND MANAGEMENT Brand Identity The Brand Lifecycle and the Global Dimension The Brand Audit PART 3: THE ROLE OF THE CONSUMER Consumers' Behaviour Consumers' Power Structured Consumer Action Conclusion: Brands and Globalization
