The brand life cycle and the global dimension

Michel Chevalier and Gérald Mazzalovo

Chapter Chapter 5 in Pro Logo, 2004, pp 138-164 from Palgrave Macmillan

Abstract: Abstract In a book called Je me souviens (I Remember),1 Georges Perec paints the portrait of a generation through the archeology of its collective memory. He lists memories that appear useless, yet engrave themselves on our memories without our knowing quite why, and finally become part of us: the name of an athlete injured in a game that has remained famous, a detail of a short news item that caused a scandal — and, of course, reminiscences of brands and slogans that have disappeared today.

Keywords: Global Dimension; Great Leap; Brand Management; Geographical Expansion; Strong Brand (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_6

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DOI: 10.1057/9780230508897_6

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