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Le| patronyme fait-il patrimoine ?

Author

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  • Benoît Heilbrunn

    (EM - EMLyon Business School)

Abstract

L'entreprise familiale existe souvent à travers un nom patronymique ou du moins à travers la résurgence d'éléments liés au nom du ou des fondateurs de l'entreprise. Cet article propose une réflexion sur les marques patronymiques en tâchant de considérer les différentes prodlématiques (légitimité, perdurance du savoir-faire, auctorialité, etc.) liées à ce type de marque, notamment dans deux situations courantes qui sont l'ombrelisation et la transmission de la marque. Par ailleurs, l'article propose une réflexion sur l'évolution des noms de marques vers des noms a-symboliques en esquissant l'idée que le nom de marque ne renvoie plus tant aujourd'hui à un ancrage familiale qu'à un signe de ralliment tribal pour les consommateurs.

Suggested Citation

  • Benoît Heilbrunn, 2003. "Le| patronyme fait-il patrimoine ?," Post-Print hal-02311732, HAL.
    • Handle: RePEc:hal:journl:hal-02311732
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    Cited by:

    1. Eugénie Briot & Christel de Lassus, 2013. "La figure de l'entrepreneur fondateur dans le récit de marque et la construction de la personnalité de la marque de luxe," Post-Print hal-01128230, HAL.

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