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Ré-inventer les marques: La fin des marques telles que nous les connaissons

Author

Listed:
  • Jean-Noël Kapferer

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

Abstract

Le diagnostic de l'expert français des marques Au moment où chacun s'interroge sur la Marque France, sur notre industrie, sur nos marques, sur les délocalisations, il est important d'analyser les causes profondes de cette situation. Un certain management des marques n'a-t-il pas vécu ? En tous cas il n'a pas empêché l'ascension des marques de distributeur. Mais, en même temps, la marque se diffuse dans toutes les sphères de notre vie publique comme privée. On peut parler de "tout marque". Contradiction ? Ou bien est-ce la notion même de marque qui a changé ? Il faut alors revoir toutes nos méthodes, nos visions. Fort de son expérience de consultant dans tous les secteurs de notre économie et de sa vision mondiale, l'auteur apporte une analyse sans concession sur la situation présente et ses causes. S'appuyant sur de nombreux exemples, il propose des voies et des méthodes nouvelles pour construire des marques plus fortes. En premier lieu pour la Marque France.

Suggested Citation

  • Jean-Noël Kapferer, 2013. "Ré-inventer les marques: La fin des marques telles que nous les connaissons," Post-Print hal-00786811, HAL.
    • Handle: RePEc:hal:journl:hal-00786811
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    Cited by:

    1. Vincent Mabillard & Renaud Vuignier, 2017. "The less transparent, the more attractive? A critical perspective on transparency and place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 13(4), pages 348-359, November.

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    Keywords

    ré-inventer; marques;

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