From value to progress

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 3 in Pro Logo, 2004, pp 70-88 from Palgrave Macmillan

Abstract: 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.

Keywords: Social Progress; Private Label; Store Brand; Shelf Space; Product Offering (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50889-7_4

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DOI: 10.1057/9780230508897_4

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