Redefining Brand Identity

Marie-Claude Sicard

Chapter Chapter 3 in Brand Revolution, 2013, pp 49-65 from Palgrave Macmillan

Abstract: Abstract We must deconstruct, of course, but on condition that we also reconstruct. There is no lack of research that can help us to forge a better understanding of the notion of identity. This research is equally fertile when it is transferred to the world of brands, where it makes possible a stimulating redefinition of brand identity.

Keywords: Cognitive Science; Core Identity; Taxi Driver; Binary Opposition; Transdisciplinary Approach (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_4

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DOI: 10.1057/9781137019493_4

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