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Les marques région à l'épreuve de la réforme territoriale

Author

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  • Corinne Rochette

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

  • Cédrine Zumbo-Lebrument

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Pierre Féniès

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

Abstract

Le place branding constitue un véritable phénomène : depuis 5 ans, 50 marques territoriales ont été créées1. D'abord utilisé par les villes et les pays au début des années 2000, ce phénomène de marquage se diffuse en France sur une nouvelle échelle territoriale : les régions. Après la Bretagne, l'Auvergne, l'Alsace, d'autres régions viennent, très récemment, d'amorcer cette démarche de marketing territorial alors même que le gouvernement annonçait en janvier 2014 un projet de réforme territoriale. La nouvelle organisation territoriale de la république (« NOTRe ») constitue un projet politique de rationalisation de la gestion publique fondé sur la réduction du nombre de régions de 22 à 13. Certaines régions ont engagé des ressources importantes dans la construction d'une marque. Elles sont parvenues à mobiliser les parties prenantes autour d'un projet de territoire que la réforme territoriale vient réinterroger.

Suggested Citation

  • Corinne Rochette & Cédrine Zumbo-Lebrument & Pierre Féniès, 2015. "Les marques région à l'épreuve de la réforme territoriale," Post-Print hal-01734729, HAL.
    • Handle: RePEc:hal:journl:hal-01734729
    DOI: 10.3917/g2000.326.0055
    Note: View the original document on HAL open archive server: https://hal.science/hal-01734729
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    References listed on IDEAS

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    1. Jean-Jack Cegarra & Géraldine Michel, 2001. "Co-branding: clarification du concept," Post-Print hal-02019188, HAL.
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