Pro Logo: Brands as a factor of progress

Cover......Page 1
Contents......Page 6
List of figures......Page 9
List of plates......Page 11
Acknowledgments......Page 14
Introduction......Page 16
Part I The world of brands......Page 22
1 What is a brand?......Page 26
The brand as contract......Page 27
Brands and time......Page 30
Brands and industrial sectors......Page 36
Brands and society......Page 41
The brand and its signs......Page 42
2 Anti-brand communication......Page 56
Models under protest......Page 58
Yelling to be heard......Page 62
Arrogant brands......Page 71
Conclusion......Page 83
3 From value to progress......Page 85
The generation of wealth......Page 87
Promotion of the process of innovation and creation......Page 89
Perfecting markets......Page 92
Promotion of multiculturalism......Page 97
Progress engendered by consumers......Page 98
Conclusion......Page 102
Part II Brand management......Page 104
4 Brand identity......Page 108
A still too unfamiliar concept......Page 109
Tools for analyzing brand identity......Page 112
Brand identity and consumer identity......Page 140
The limits of the concept of identity: strategic and operational implications......Page 145
The responsibilities of the company......Page 150
5 The brand life cycle and the global dimension......Page 153
Measuring a brand\'s strength......Page 157
The birth of a brand......Page 158
Growth of a brand......Page 160
Conclusion......Page 169
A brand\'s maturity......Page 170
Decline, relaunching, and death of a brand......Page 171
Conditions and advantages of a global strategy......Page 176
6 The brand audit......Page 180
The chain of communication......Page 181
The brand audit......Page 190
The limits of the audit......Page 203
Criteria of good brand management......Page 205
Part III The role of the consumer......Page 216
7 Consumers\' behavior......Page 220
Towards a formalization of purchasing behaviors......Page 221
Personality and values......Page 224
The notion of perception......Page 225
Attitudes and preferences......Page 228
The purchase decision......Page 229
The influence of the group on individual behaviors......Page 231
Conclusion......Page 234
8 Consumers\' power......Page 236
An ethical counterbalance......Page 237
Virtues of the act of purchase......Page 240
The limits of consumer power......Page 242
The rational consumer......Page 248
The responsible consumer......Page 251
Conclusion......Page 252
9 Structured consumer action......Page 254
The emergence of consumer law......Page 255
The power and scope of consumer movements......Page 263
Boycotts and their effectiveness......Page 266
An assessment of boycotts and the true means of consumer advocacy......Page 274
Part IV Conclusion......Page 278
10 Brands and globalization......Page 280
Global brand, or \"global\" as a brand?......Page 281
Brands and multinationals......Page 284
Brands and cultures......Page 288
To conclude......Page 295
Postscript......Page 297
B......Page 299
E......Page 300
L......Page 301
R......Page 302
Z......Page 303
Photo section......Page 304