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.identity which results from a successful relaunching plan is a synthesis of the branda#39;s response to this problem. ... After the preparatory work done by Maurizio Gucci and Dawn Mello, the team of Tom Ford, Creative Director, and Domenico de Sole, CEO, conducted the largest operation of creation of wealth in a minimum amount of time starting with a brand in the fashion ... aWe want to make Puma the most desirable brand for young people, representative of their lifestyle, a said Jochenanbsp;...
|Author||:||Michel Chevalier, Gérald Mazzalovo|
|Publisher||:||Palgrave Macmillan - 2003-10-10|