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L'extension de marque et son impact sur la marque-mère

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

La stratégie d'extension de marque est une pratique de plus en plus courante et dans une optique à long terme les entreprises cherchent à prévoir les retombées de l'extension sur la marque-mère. Afin d'améliorer leur capacité à évaluer les risques de l'extension pour la marque, cet article analyse en profondeur la problématique de l'extension de marque. L'analyse des entretiens réalisés auprès de treize professionnels, permet tout d'abord de souligner les intérêts stratégiques de cette pratique. Elle met, ensuite, en avant la notion de valeurs centrales et aboutit alors à une nouvelle conception de la structure interne de la marque organisée autour d'un noyau central et d'un système périphérique. Enfin cette étude met en évidence les variables susceptibles d'influencer l'impact de l'extension de marque sur la marque-mère.

Suggested Citation

  • Géraldine Michel, 1998. "L'extension de marque et son impact sur la marque-mère," Post-Print hal-02050185, HAL.
    • Handle: RePEc:hal:journl:hal-02050185
    Note: View the original document on HAL open archive server: https://hal.science/hal-02050185
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    References listed on IDEAS

    as
    1. J.-J. Cegarra & Dwight Merunka, 1993. "Les extensions de marque : Concepts et modèles," Post-Print hal-02015229, HAL.
    2. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
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