Sachetti, Philippe - 2018
Cover -- Half-Title Page -- Title Page -- Copyright Page -- Contents -- Prologue -- Introduction -- 1. What is a Brand …? -- 1.1. The brand: a concept built from relationships -- 1.2. The brand is anthropomimetic -- 1.3. The brand as merchant ….3.5. Exaggeration, fame and fallibility: the trio from hell -- 1.4. The Brand exposed -- 1.5. All Brands are controversial -- 1 …