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...