Brand Revolution: Rethinking Brand Identity by Marie-Claude Sicard (auth.)

By Marie-Claude Sicard (auth.)

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A. Aaker, one of the most well-known marketing professors and consultants on the subject. ” The notion of brand identity is nowhere to be found. ■ In the second, Building Strong Brands,19 the same principle is at work: on the back cover, a summary in three parts of unequal importance. The second, in the middle, is by far the one that takes up the most space. ” The two books were published five years apart. ” Where did it come from? It’s a mystery. How did the author come to develop this concept?

A rational inclination, perhaps, but not a very reasonable one. KEY POINTS ■ Just as a goldfish is a fish before it is gold, brand identity belongs under the identity heading first and only second to the brand management category. ■ Identity, such as it is studied today by the social sciences, appears as an unstable and fuzzy concept, whose popularity shouldn’t make us forget how volatile it is. ■ It follows that the identity concept should only be applied to brands with caution, taking into account the most recent work on the subject, and notably the research into identity’s fluctuating character.

But that is not enough of an identity for it to fight against the competition, or at least that is the line of thinking that led Procter & Gamble to take the brand off American shelves in 2010. Well, let’s add the logo then. Lacoste is a sportswear brand that can be recognized by its little green crocodile. Shell is a gasoline brand that can be recognized by its red and yellow shell. Audi is a car brand that can be recognized by its four interlocking rings. We’re making progress, it’s true, but neither Audi nor Shell nor Lacoste would be satisfied with such a definition of their identity.

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