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Quelle stratégie pour la marque France, demain?

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

Il est temps d'aller au-delà de l'identité de la marque France : cette notion est certes fondamentale mais ses résultats sont connus. Il faut plutôt poser la question de la pertinence de la marque France dans le monde d'aujourd'hui et surtout de demain. L'auteur propose aux responsables économiques et politiques une plateforme de marque - mission, valeurs et positionnement - ainsi qu'une architecture de marque plus efficiente pour mieux en démultiplier les effets, secteur par secteur. Cette marque s'inscrira dans le cadre d'une politique économique de croissance qualitative. C'est là que la France est attendue mondialement.

Suggested Citation

  • Jean-Noël Kapferer, 2011. "Quelle stratégie pour la marque France, demain?," Post-Print hal-00781522, HAL.
    • Handle: RePEc:hal:journl:hal-00781522
    DOI: 10.3166/rfg.218-219.139-153
    as

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    Keywords

    stratégie; marque France;

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