The Fingerprint Method: The Seven Poles

Marie-Claude Sicard

Chapter Chapter 5 in Brand Revolution, 2013, pp 81-150 from Palgrave Macmillan

Abstract: Abstract Everything that makes up a brand is a process of communication: product design, pricing and distribution, reliability of services, advertising, the way salespeople look, the way clients look, the logo, the product’s history, shopping bags, stickers, the color of the carpet in stores—everything. Communication permeates the totality of the Brand system.

Keywords: Temporal Pole; Advertising Campaign; Contemporary Artisan; Body Shop; Luxury Brand (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_6

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DOI: 10.1057/9781137019493_6

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