Brand Revolution

Rethinking Brand Identity

verfasst von: Marie-Claude Sicard

Verlag: Palgrave Macmillan UK

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

Einloggen, um Zugang zu erhalten

Über dieses Buch

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.

Inhaltsverzeichnis

Frontmatter

Introduction

Abstract

What’s new? Shakespeare. No, don’t run away! I’m going to show you that without reading a single line of the Bard, his work has something to teach us even about a subject as trivial as commercial brands.

Marie-Claude Sicard

Brand Identity: A Short History

Frontmatter

Chapter 1. A Paradoxical Success Story

Abstract

Every use of the notion of identity begins with a critique of that notion, as Claude Lévi-Strauss used to say The same holds true for brand identity: the idea lacks reliability because nobody has ever carefully scrutinized its origins and contours. So let’s begin by getting rid of the unnecessary baggage that weighs the concept down: prejudices, illusions, and misunderstandings.

Marie-Claude Sicard

Chapter 2. What’s the State of Affairs Today?

Abstract

Brand identity has a father—marketing—and a mother—the history of ideas. Knowing about both makes it possible to understand how this “concept” was born, how it developed, and the contradictions in which it remains tangled today. Once we understand its origins, it becomes easier to find a way of untangling those contradictions.

Marie-Claude Sicard

Chapter 3. Redefining Brand Identity

Abstract

We must deconstruct, of course, but on condition that we also reconstruct. There is no lack of research that can help us to forge a better understanding of the notion of identity. This research is equally fertile when it is transferred to the world of brands, where it makes possible a stimulating redefinition of brand identity.

Marie-Claude Sicard

An Analytical Method

Frontmatter

Chapter 4. The Fingerprint Method Concept

Abstract

Once the founding principles of brand identity have been redefined, it remains to put forward an analytical method that makes it possible to both identify brand identity and to manage it with the help of a simple, clear diagram: the Fingerprint Method, which was conceived to follow the creation and the evolution of the mental imprints or impressions left by brands in the public’s mind.

Marie-Claude Sicard

Chapter 5. The Fingerprint Method: The Seven Poles

Abstract

Everything that makes up a brand is a process of communication: product design, pricing and distribution, reliability of services, advertising, the way salespeople look, the way clients look, the logo, the product’s history, shopping bags, stickers, the color of the carpet in stores—everything. Communication permeates the totality of the Brand system.

Marie-Claude Sicard

Conclusion

Abstract

Finally, and to get back to the question that many think is the most important one: what is brand identity’s purpose?

Marie-Claude Sicard

Backmatter

Titel: Brand Revolution
verfasst von: Marie-Claude Sicard
Verlag: Palgrave Macmillan UK
Electronic ISBN: 978-1-137-01949-3
Print ISBN: 978-1-349-43731-3
DOI: https://doi.org/10.1057/9781137019493