IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01515415.html
   My bibliography  Save this paper

Gestion expressive des marques dans un contexte de baroquisation

Author

Listed:
  • Gérald Mazzalovo

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Denis Darpy

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

Abstract

70% of the logos of the 40 largest stocks of Euronext Paris that have been modified in the past 20 years have become more baroque. It is a symptom of the baroquisation trend of consumption, which put brands in the quandary between following the trends of market taste and adjusting the aesthetic components of their identity. Art history can be a source of analytical frameworks that can help brands resolve this issue. The analogue stylistic notions of organic/crystalline and baroque/classical, which qualify certain types of expressions and link them to specific world visions, provide a methodological assessment approach to the consistencies of the changes that brands need to address, enabling proactive brand aesthetics management to issues arising from the taste changes of consumers.

Suggested Citation

  • Gérald Mazzalovo & Denis Darpy, 2014. "Gestion expressive des marques dans un contexte de baroquisation," Post-Print hal-01515415, HAL.
    • Handle: RePEc:hal:journl:hal-01515415
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01515415. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.