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Quelle valeur pour la marque France ?. Quelle stratégie pour l'améliorer ?

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  • Vincent Bastien

Abstract

In this article, we analyze the brand ?France? as a commercial brand operating on the world market. We evaluate it financially, following the current methodology of brand valuation, to identify the sources of its value. Then we diagnose and quantify the risks and opportunities induced by France?s image of ?country of luxury?, and propose a way of managing the brand France and implement a luxury strategy at the whole country level.

Suggested Citation

  • Vincent Bastien, 2011. "Quelle valeur pour la marque France ?. Quelle stratégie pour l'améliorer ?," Revue française de gestion, Lavoisier, vol. 0(9), pages 125-138.
    • Handle: RePEc:cai:rfglav:rfg_218_0125
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    Cited by:

    1. Maria Mercanti-Guérin & Vesselina Tossan, 2012. "Quand le Web redécouvre une frontière oubliée: les sites marchands « Made in France »," Post-Print hal-02056931, HAL.

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