Pro logo: brands as a factor of progress
Auteur :
Chevalier, M. / Mazzalovo, G.
Éditeur :
Palgrave Macmillan
ISBN :
9781349514113
Date de publication :
1 janv. 2004
Dimensions :
22,9 x 15,2 cm
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.