Brand identity management in the context of global brands

A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand.

Brand identity management in the context of global brands

The contribution of qualitative research

Caroline Ollivier–Lamarque Icone FranceIsabelle Herbert Danone Group andMarc Carpentier Quadrature Marketing

INTRODUCTION

It may be more instructive, and surely more entertaining, to find examples and illustrations of our purpose among our colleagues' errors rather than in their successes. This is why we will introduce this subject using the case of the American Express Card repositioning in the 1980s. Until then, Amex Card had conducted the same image strategy in France as in other countries, a strategy based upon the symbolic...

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