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  • Brand Aestheticsby Gérald Mazzalovo

    Palgrave Macmillan 2012; US$ 105.00

    Explores the growing importance of aesthetic factors in the success of brands and the reluctance of brand managers and academics to deal with these issues. Proposes a series of theoretical and practical managerial instruments which analyse the aesthetic aspects of various brand manifestations. more...

  • Pro Logoby Michel Chevalier; Gérald Mazzalovo

    Palgrave Macmillan 2003; US$ 75.00

    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.... more...

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