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L'age d'une marque: facteur cle de succes ou handicap? (typologie des marques centenaires)

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Author Info
Olivaud, M.
Wachowiak, A.
Abstract

On peut etre fascine par le succes actuel de marques centenaires comme Coca Cola, Levi's ou Hermes, mais les marques sont fragiles, et la perennite des vieilles marques pose la question de leur resistance au temps. Nous allons donc nous interroger dans un premier temps sur le phenomene de vieillissement des marques: nous parlerons en premier lieu de vieillissement par l'age, mais nous considererons egalement le vieillissement par l'image, par la clientele et par le produit.

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Publisher Info
Paper provided by Ecole Superieure de Commerce de Paris. Groupe ESCP- in its series Papers with number 00/74.

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Length: 100 pages
Date of creation: 2000
Date of revision:
Handle: RePEc:fth:ecsucp:00/74

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Postal: France; Ecole Superieure de Commerce de Paris. Groupe ESCP. 79 avenue de la Republique 75543 Paris Cedex 11
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Related research
Keywords: GESTION ; PUBLICITE;

Find related papers by JEL classification:
M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing

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This page was last updated on 2009-12-16.

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