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From value to progress

In: Pro Logo

Author

Listed:
  • Michel Chevalier
  • Gérald Mazzalovo

Abstract

The current of anti-brand activism we see emerging today has a paradoxical side. On the one hand, critics denounce the brands’ hegemony in the contemporary world; on the other, they point to their increasing vulnerability — the result of growing reputation coupled with their dependence on consumers. The more a brand becomes visible, the more it leaves itself open to public bashing and consumer backlash. This being the case, it’s difficult to see where the hegemony really is.

Suggested Citation

  • Michel Chevalier & Gérald Mazzalovo, 2004. "From value to progress," Palgrave Macmillan Books, in: Pro Logo, chapter 0, pages 70-88, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50889-7_4
    DOI: 10.1057/9780230508897_4
    as

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