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France : Pourquoi penser marque ?

Author

Listed:
  • Jean-Noël Kapferer

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

Abstract

La marque est un atout stratégique dans la lutte concurrentielle. Cet article explore cette notion nouvelle qu'est la " marque nation ", explique pourquoi elle est d'actualité et en quoi elle est différente d'une marque classique. Il analyse pourquoi il y a urgence à travailler sur la marque France compte tenu de la situation économique et des résultats d'études d'image très récentes. Il présente la problématique interne et externe de cette marque ainsi que le choix des experts amenés à contribuer à la réflexion dans ce numéro spécial : chercheurs académiques, consultants internationaux et aussi dirigeants d'entreprises majeures de notre pays.

Suggested Citation

  • Jean-Noël Kapferer, 2011. "France : Pourquoi penser marque ?," Post-Print hal-00781523, HAL.
    • Handle: RePEc:hal:journl:hal-00781523
    DOI: 10.3166/rfg.218-219.13-23
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    Cited by:

    1. 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.
    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. 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.

    More about this item

    Keywords

    France; penser marque;

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