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eBook Brand Revolution: Rethinking Brand Identity epub

by Marie-Claude Sicard

eBook Brand Revolution: Rethinking Brand Identity epub
  • ISBN: 1137019484
  • Author: Marie-Claude Sicard
  • Genre: Business
  • Subcategory: Marketing & Sales
  • Language: English
  • Publisher: Palgrave Macmillan; 2013 edition (November 9, 2012)
  • Pages: 174 pages
  • ePUB size: 1153 kb
  • FB2 size 1819 kb
  • Formats mobi doc rtf lrf


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Start display at page: Download "Brand Revolution. Error: Download Document. 6 Only dead fish swim with the stream. Native American proverb. 7 This page intentionally left blank. 8 CONTENTS List of Figures ix Introduction 1 Taking on classical marketing 4 Meaning is born of relationships 7 Why communication theory?

Brand Revolution book. Goodreads helps you keep track of books you want to read. Start by marking Brand Revolution: Rethinking Brand Identity as Want to Read: Want to Read savin. ant to Read.

Brand Revolution book. Brand Revolution offers a radical newapproach to brand management  .

Brand Revolution offers a radical new approach to brand management . 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. 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.

Brand Revolution : Rethinking Brand Identity. by Marie-Claude Sicard. 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.

Rethinking Brand Identity. 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).

Brand Revolution goes against the traditional approaches to brand management, and shows the need for a radical shift in the way we think about marketing. Brand personification has been well investigated in marketing literature.

Brand Revolution : Rethinking Brand Identity MARIE-CLAUDE SICARD is an Associate marketing Professor at CELSA . By (author) Marie-Claude Sicard. She fi rst published this book in France as Brand Identity: A Methodology (Identite de marque, la methode de reference en marketing qualitatif), where it is now the standard reference book in the field.

Revolution (published 2014; stylised RƎVO⅃UTION, with "love" spelled backwards) is a non-fiction book written by the British comedian, actor and political activist Russell Brand. In it, Brand advocates for a non-violent social revolution based on principles of spirituality and the common good. Critical response to the book was divided.

Brand Revolution goes against the traditional approaches to brand management, and shows the need for a radical shift in the way we think about marketing. It puts into practice an original method developed over years of consulting with some of Europe's top luxury brands, as well as the author's experience teaching business and marketing to students and professionals in Europe, the UK, and the United States. Classical marketing sees a brand as an attempt to express a set of core values. This conventional approach fails to grasp that the content of these core values does not (and indeed cannot) define a brand's identity. Instead, the identity of a brand is something which is affected by the relationship with the consumer, the end user, and is constantly in flux. Organizations need to know how to react to changes in their reputation to manage their brand identity. Drawing on communication theory, which uses identity as a function and result of relationships, Brand Revolution begins with an in-depth exploration of the concept of identity, and then applies this new understanding to marketing and brands. It offers a critical yet constructive new method, the "fingerprinting method," for analyzing brands and helping them grow and change in a constantly evolving market.With big brand case studies such as L'Oreal and Jaguar, the author draws on her extensive experience as a brand and marketing consultant for international organizations to put together this highly engaging and practical book for developing, improving, and controlling the identity of your brand.
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