What’s the State of Affairs Today?

Marie-Claude Sicard

Chapter Chapter 2 in Brand Revolution, 2013, pp 32-48 from Palgrave Macmillan

Abstract: Abstract Brand identity has a father—marketing—and a mother—the history of ideas. Knowing about both makes it possible to understand how this “concept” was born, how it developed, and the contradictions in which it remains tangled today. Once we understand its origins, it becomes easier to find a way of untangling those contradictions.

Keywords: Communication Theory; Person Brand; Advertising Agency; Marketing Science; Brand Identity (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-01949-3_3

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DOI: 10.1057/9781137019493_3

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