Brand Revolution: Rethinking Brand Identity

MARIE-CLAUDE SICARD is an Associate Professor at Paris IV-Sorbonne University, France, a well-known expert on brands, and a consultant for French & international companies with her own consulting company MCPS Conseil, Brand Analysis and Strategy Consultancy. As a strategic marketing consultant, her clients have included L'Oreal, Lancome, Ralph Lauren, Armani, Kellogg's, Porsche, Jaguar, Renault, Dior, Louis Vuitton, tourism companies (Club Med) and banks (such as BNP Paribas). She first published this book in France as Brand Identity: A Methodology (Identite de marque, la methode de reference en marketing qualitatif) and it is now the standard reference book in the field. In addition to the permanent teaching positions she holds at the Sorbonne (Paris & Abu Dhabi), she lectures and consults around the world, most often in the USA & Asia (China, Japan, India) and speaks at international seminars and conferences, and is often interviewed in the media for her views on branding and the luxury industry.