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Palgrave Macmillan

Brand Revolution

Rethinking Brand Identity

  • Book
  • © 2013

Overview

Authors:
  1. Marie-Claude Sicard
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Table of contents (7 chapters)

  1. Front Matter

    Pages i-ix
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  2. Introduction

    1. Introduction

      • Marie-Claude Sicard
      Pages 1-12

  3. Brand Identity: A Short History

    1. Front Matter

      Pages 13-13
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    2. A Paradoxical Success Story

      • Marie-Claude Sicard
      Pages 15-31

    3. What’s the State of Affairs Today?

      • Marie-Claude Sicard
      Pages 32-48

    4. Redefining Brand Identity

      • Marie-Claude Sicard
      Pages 49-65

  4. An Analytical Method

    1. Front Matter

      Pages 67-67
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    2. The Fingerprint Method Concept

      • Marie-Claude Sicard
      Pages 69-80

    3. The Fingerprint Method: The Seven Poles

      • Marie-Claude Sicard
      Pages 81-150

  5. Conclusion

    1. Conclusion

      • Marie-Claude Sicard
      Pages 151-155

  6. Back Matter

    Pages 156-162
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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.

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.

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