Brand Revolution [electronic resource] : Rethinking Brand Identity /
Sicard, M.author.
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.
Description based upon print version of record.
Cover; Contents; List of Figures; Introduction; Taking on classical marketing; Meaning is born of relationships; Why communication theory?; Part I: Brand Identity: A Short History; Chapter 1 A Paradoxical Success Story; A fuzzy concept from the start; How should we deal with such a complex idea?; In search of a birth date; Two evasive maneuvers for avoiding the question of origins; A swift and recent emergence; Warning: dead ends; Chapter 2 What's the State of Affairs Today?; Brand identity: A concept stretched between the two branches of marketing; The unconscious gets involved
In the beginning were the rock brand and the machine brandThen came the star brand and the person brand; Using geometry to define identity; Do brands possess an ""essence""?; Chapter 3 Redefining Brand Identity; How I changed my mind about brand identity; Revolutionizing our understanding of brand identity; What if there were several cores?; Four models of identity; Somewhere between order and disorder-where does brand identity belong?; The architecture of living systems comes to the rescue of brand identity; Part II: An Analytical Method; Chapter 4 The Fingerprint Method Concept
Why seven contexts?A ""non-centered"" network; To manipulate or to activate? That is the question; Seven poles, seven holograms; No communication out of context; Chapter 5 The Fingerprint Method: The Seven Poles; The physical pole; The spatial pole; The temporal pole; The norms pole; The positions pole; The relations pole; The projects pole; How to use the fingerprint method; A very brief user's manual; The Ikea example; The rules of the game; Conclusion; Notes; Index
Includes bibliographical references and index.
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.
Marketing.
Leadership.
Public relations.
Trade.
Business.
Commerce.
Sales management.
Marketing.
Business Strategy/Leadership.
Corporate Communication/Public Relations.
Trade.
Sales/Distribution.