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La Patrimonialisation Comme Arme Concurrentielle

Author

Listed:
  • Nathalie Audigier

    (LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris])

Abstract

The ‘Made in' concept transmits objective and emotional values and contents, allowing companies to communicate and to differentiate themselves qualitatively on markets where consumers are in search of authenticity and reassurance. As such, the origin of the product feeds and generates the brand image by using objective and symbolic components. It also participates actively in the definition of marketing and promotional strategies: we will therefore develop the modalities and limitations in the use of the information of origin for the implementation of these strategic policies. We will finally consider how patrimonialization can be a real tool of promotion, communication and differentiation for brands and we will then put forward the limitations in the use of this concept.

Suggested Citation

  • Nathalie Audigier, 2010. "La Patrimonialisation Comme Arme Concurrentielle," Post-Print hal-01570912, HAL.
    • Handle: RePEc:hal:journl:hal-01570912
    Note: View the original document on HAL open archive server: https://hal.science/hal-01570912
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    File URL: https://hal.science/hal-01570912/document
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