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De la marque en capitales vers le capital marque : quoi de neuf depuis les travaux du MSI ?

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  • Philippe Jourdan

    (IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

This article is a synthesis and an extension of the stream of research pursued since the end of the 70's around the concept of the brand and its measure. Having shown the multidisciplinary approaches which interest as well the financier as the marketer, the author puts in evidence two axes which structure university works on the brand initiated further to the congress of the MSI which made a priority of it for the end of century. The first approach of "macroeconomic" type is centered on the competitive advantages, which a strong brand gets on a market. The second, which one can qualify of "microeconomic" by opposition is interested in the point of view of the consumer. Finally, the article attempts to show that an approach built around the "Value of Information" of the brand opens news perspectives for future search on brand equity.

Suggested Citation

  • Philippe Jourdan, 2002. "De la marque en capitales vers le capital marque : quoi de neuf depuis les travaux du MSI ?," Post-Print hal-01134684, HAL.
    • Handle: RePEc:hal:journl:hal-01134684
    Note: View the original document on HAL open archive server: https://hal.science/hal-01134684
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    References listed on IDEAS

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    2. Anne-Laure Farjaudon & Leyla Jaoued-Abassi, 2010. "Marketing brand value and financial brand value: towards an integrative model? [Valeur marketing et valeur financière de la marque : Vers un modèle intégrateur]," Post-Print hal-01128462, HAL.

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