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France : Pourquoi penser marque ?

Author

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  • Jean-Noël Kapferer

Abstract

Strong brands are a strategic asset. Those who have one can measure this competitive advantage everyday. How are nation brands specific and different from classic commercial brands ? What are the levers of their values ? The author shows how the nation brand goes far beyond the ?made in.? garantee. The urgency of acting on and for brand France is demonstrated. As a result a think tank of experts was selected from academia as well as from professional circles, all of them focused on the growth of the nation economic and symbolic power outside its frontiers.

Suggested Citation

  • Jean-Noël Kapferer, 2011. "France : Pourquoi penser marque ?," Revue française de gestion, Lavoisier, vol. 0(9), pages 13-23.
    • Handle: RePEc:cai:rfglav:rfg_218_0013
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    Cited by:

    1. Cédrine Zumbo-Lebrument, 2017. "The place marketing devices as a vector of participation: an arnsteinian approach of a territory brand [Les dispositifs de marketing territorial comme vecteur de participation : une approche arnste," Post-Print hal-02188778, HAL.
    2. Maria Mercanti-Guérin & Vesselina Tossan, 2012. "Quand le Web redécouvre une frontière oubliée: les sites marchands « Made in France »," Post-Print hal-02056931, HAL.
    3. Julien Cusin & Juliette Ducros-Passebois, 2016. "L'équipement culturel amiral pour (re)positionner l'image d'une ville : quoi de neuf depuis Bilbao ? Etude des cas de Lens et de Bordeaux," Post-Print hal-03239247, HAL.

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