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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.

Intr-un mediu in care brandurile au fost atacate, ei sustin ca acestea pot fi factori de progres daca sunt gestionate corect. Cartea include o analiza a naturii si istoriei brandurilor si subliniaza importanta semioticii in gestionarea identitatii de brand.