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.
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Notes
Z. Bauman, Identity, Polity Press, 2006.
C. Lévi-Strauss, L’Identité, Presses Universitaires de France, 2007.
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H. Maucher Leadership in Action, McGraw-Hill, 1994 (the French title was: La Stratégie Nestlé: principles simples pour diriger dans un monde complexe (Maxima, 2005), which translates as The Nestlé Strategy: Simple Principles for Leadership in a Complex World.
Among the most recent examples: The Darwin Economy: Liberty, Competition, and the Common Good, Robert H. Frank, Princeton University Press, 2011.
A. Ries and L. Ries, The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival, Collins, 2004.
“The concept of brand image, that I made popular in 1953, wasn’t truly new. C. Hopkins had described it twenty years earlier” D. Ogilvy On Advertising, Vintage Books, 1985.
D. A. Aaker Building Strong Brands, Simon & Schuster Ltd., 2002.
J.-N. Kapferer Strategic Brand Management, Kogan Page, 1997.
R. S. Tedlow, The Rise and Fall of Mass Marketing, Van Nostrand Reinhold, 1993.
Richard Tedlow, The Story of Mass-Marketing in America, Harvard Business School Press, 1996.
S. Bedbury A Brand New World, Penguin Books, 2003.
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F. Gilmore, Brand Warriors: Corporate Leaders Share their Winning Strategies, HarperCollins Business, 1997.
A. Perry and D. Wisnom, Before the Brand: Creating the Unique DNA of an Enduring Brand Identity, McGraw-Hill, 2003.
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© 2013 Marie-Claude Sicard
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Sicard, MC. (2013). A Paradoxical Success Story. In: Brand Revolution. Palgrave Macmillan, London. https://doi.org/10.1057/9781137019493_2
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DOI: https://doi.org/10.1057/9781137019493_2
Publisher Name: Palgrave Macmillan, London
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