Brand Revolution: Rethinking Brand Identity

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en Limba Engleză Hardback – 09 Nov 2012
Brand Revolution offers a radical new approach to brand management. With big brand case studies including L'Oreal and Jaguar, the author draws on her extensive experience as a marketing consultant to put together this highly engaging and practical book for developing, improving and controlling the identity of your brand.
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ISBN-13: 9781137019486
ISBN-10: 1137019484
Pagini: 162
Ilustrații: Illustrations
Dimensiuni: 152 x 229 x 18 mm
Greutate: 0.25 kg
Ediția: 2013
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării: London, United Kingdom


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

Notă biografică

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.