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Stratégies de marques de ville basées sur le patrimoine de marque : le rôle des symboles

Author

Listed:
  • Fabien Pecot

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Virginie de Barnier

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

Abstract

Cet article étudie l'opérationnalisation du concept de patrimoine de marque pour les marques de ville à travers l'utilisation des symboles. Deux études (entretiens d'experts et analyse quantitative de 630 articles de presse parus entre 1998 et 2012) montrent que le concept de patrimoine a un caractère socialement construit qu'il faut prendre en compte dans la communication des villes. Si la marque « Marseille » est associée à de nombreux symboles, ceux-ci sont souvent polysémiques ce qui rend leur utilisation complexe. Les symboles dont les sens sont congruents et positifs sont à privilégier dans les stratégies de marques de ville afin de construire des marques patrimoniales fortes.

Suggested Citation

  • Fabien Pecot & Virginie de Barnier, 2015. "Stratégies de marques de ville basées sur le patrimoine de marque : le rôle des symboles," Post-Print hal-01472732, HAL.
    • Handle: RePEc:hal:journl:hal-01472732
    DOI: 10.3917/mav.078.0143
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    Citations

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    Cited by:

    1. Marine Boyaval & Arnaud Delannoy & Olivier Nicolas & Alexandre Tiercelin & Marion Garnier, 2022. "Is luxury geeky? Exploratory study of brand appropriation of subcultural symbols [Le luxe c’est geek ? Etude exploratoire de l’appropriation par les marques de symboles sous-culturels]," Grenoble Ecole de Management (Post-Print) hal-04213976, HAL.
    2. Marco Romagnoli, 2021. "The Other’s Wave: Ethnographic Insights on Three “Tsunamis of Tourism” in Barcelona," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 7(1), pages 101-121, June.

    More about this item

    Keywords

    Marque & Maturité;

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