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Le prisme d'identité de marque, outil pour l'analyse historique des publicités - 30 ans de DIM

Author

Listed:
  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Pierre Gomy

    (Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres)

Abstract

This paper outlines the use of the identity prisma as an historical tool to conduct resarch in marketing. Using the well know French brand DIM, the authors present the permanent brand identity across brand extensions.

Suggested Citation

  • Denis Darpy & Pierre Gomy, 1999. "Le prisme d'identité de marque, outil pour l'analyse historique des publicités - 30 ans de DIM," Post-Print hal-01518924, HAL.
    • Handle: RePEc:hal:journl:hal-01518924
    Note: View the original document on HAL open archive server: https://hal.science/hal-01518924
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