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Paris et la France. La marque du territoire, ou un marketing rêvé ?

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  • Jean-Luc Margot-Duclot

Abstract

The idea of a branded territory is a misleading concept, as it is usually the businesses from these territories, and their products, which build the brand and not the other way around. Nowhere in the different rankings is the brand of a territory considered as a criterion for settling there or for attractive investment. Paris?s ranking and image do not reflect its real economic clout. It is widely perceived as the life style and romantic capital of the world : such facets of Paris? image should be used as a lever to promote the true economic reality of the city (i.e. first GDP in Europe) and beyond it of France.

Suggested Citation

  • Jean-Luc Margot-Duclot, 2011. "Paris et la France. La marque du territoire, ou un marketing rêvé ?," Revue française de gestion, Lavoisier, vol. 0(9), pages 67-89.
    • Handle: RePEc:cai:rfglav:rfg_218_0067
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