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About this book
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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Table of contents (7 chapters)
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Front Matter
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Introduction
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Brand Identity: A Short History
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Front Matter
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An Analytical Method
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Front Matter
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Conclusion
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Back Matter
About the author
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.
Bibliographic Information
Book Title: Brand Revolution
Book Subtitle: Rethinking Brand Identity
Authors: Marie-Claude Sicard
DOI: https://doi.org/10.1057/9781137019493
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2013
Hardcover ISBN: 978-1-137-01948-6Published: 09 November 2012
Softcover ISBN: 978-1-349-43731-3Published: 09 November 2012
eBook ISBN: 978-1-137-01949-3Published: 09 November 2012
Edition Number: 1
Number of Pages: IX, 171
Topics: Marketing, Business Strategy/Leadership, Corporate Communication/Public Relations, Trade, Sales/Distribution