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Le changement de nom de marque : clarification du concept et proposition d'une typologie

Author

Listed:
  • Isabelle Aimé-Garnier

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

  • Chantal Lai

    (Pôle de Recherche - Rouen Business School - Rouen Business School)

Abstract

Le changement de nom de marque est une pratique qui s'est fortement développée ces quinze dernières années, à la fois dans les produits de grande consommation et dans les services. L'analyse de nombreux cas récents fait ressortir que cette opération recouvre des cas très hétérogènes. En conséquence, l'objectif de cet article est double. ll cherche d'une part à définir et clarifier l'opération de changement de nom de marque. Il propose d'autre part une typologie illustrée par des présentations de cas, permettant aux managers de bien identifier les différents types de changements et leurs enjeux respectifs.

Suggested Citation

  • Isabelle Aimé-Garnier & Chantal Lai, 2008. "Le changement de nom de marque : clarification du concept et proposition d'une typologie," Post-Print hal-00568843, HAL.
    • Handle: RePEc:hal:journl:hal-00568843
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