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Le 7e art comme levier de la marque : l’exemple du film Barbie

Author

Listed:
  • Olivier Kovarski

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

Rayban dans Top Gun ou Men in Black, Fedex dans Seul au Monde, plus récemment Birkenstock dans Barbie, de très nombreuses marques payent pour apparaitre dans les films, au point où les sommes versées peuvent représenter jusqu'à 25 % du budget de production. Récemment des marques ont choisi d'être l'objet même du film comme House of Gucci ou encore Barbie. Pourquoi investissent-elles le cinéma ? En s'appuyant sur le film Barbie, voici comment une marque peut (re)vitaliser son image et dynamiser ses ventes en exploitant le pouvoir du grand écran.

Suggested Citation

  • Olivier Kovarski, 2024. "Le 7e art comme levier de la marque : l’exemple du film Barbie," Post-Print hal-05614203, HAL.
    • Handle: RePEc:hal:journl:hal-05614203
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