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Brand Revolution
 
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Brand Revolution
Rethinking Brand Identity
 
 
Palgrave Macmillan
 
 
 
 
 
09 Nov 2012
|
£26.00
|Hardback In Stock
  
9781137019486
||
 
 
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DescriptionContentsAuthors

THE BRAND REVOLUTION IS COMING!

Marie-Claude Sicard's seminal guide to marketing breaks down the myths and assumptions surrounding brand management and provides a fascinating perspective from a leader in the field. Drawing on the expertise which has seen her rise to the top of international brand consultancy, Sicard takes us on a radical journey through the evolution of the 'marque' and the strategies adopted by industry giants, showing how creating the right identity changes everything. Brand Revolution is more than a deconstruction; it is the marketing philosophy of the future.


Description

THE BRAND REVOLUTION IS COMING!

Marie-Claude Sicard's seminal guide to marketing breaks down the myths and assumptions surrounding brand management and provides a fascinating perspective from a leader in the field. Drawing on the expertise which has seen her rise to the top of international brand consultancy, Sicard takes us on a radical journey through the evolution of the 'marque' and the strategies adopted by industry giants, showing how creating the right identity changes everything. Brand Revolution is more than a deconstruction; it is the marketing philosophy of the future.


Contents

PART I
Brand Identity: The Story Of A Meteorite
A Paradoxical Success Story
What Is The Situation Today?
When The Unconscious Gets Involved
A New Way Of Thinking About Brand Identity
PART II
An Analytical Method
The Concept Behind The Fingerprinting Method
The Fingerprinting Method: The 7 Poles
The Fingerprinting Method: A User's Manual
Conclusion
Bibliography
Index Of Brands


Authors

MARIE-CLAUDE SICARD is an Associate marketing Professor at CELSA (Paris IV Sorbonne), France, a well-known expert on brands, and a consultant for French & international companies with her company MCPS Conseil, Brand Analysis and Strategy Consultancy. As a strategic marketing consultant, her clients have included L'Oréal, Lancôme, Ralph Lauren, Armani, Kellogg's, Porsche, Jaguar, Renault, Dior, Louis Vuitton, tourism companies (Club Med), medias and banks (such as BNP Paribas). She fi rst published this book in France as Brand Identity: A Methodology (Identité de marque, la méthode de reference en marketing qualitatif), where it is now the standard reference book in the field. In addition to the permanent teaching positions she holds at the Sorbonne (Paris and Abu Dhabi), she lectures and consults around the world, most often in the USA and Asia (China, Japan, India) and speaks at international seminars and conferences. She is often interviewed in the media for her innovative views on branding.