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Gestion de la marque locale et internationale

Author

Listed:
  • Véronique Boulocher-Passet

    (University of Brighton)

  • Véronique Drecq
  • Sabine Flambard-Ruaud

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

Abstract

Source de valeur pour le consommateur et l'entreprise, la marque représente un capital stratégique que l'entreprise va devoir gérer au mieux. Créer une marque demande, dès lors, une grande réflexion : choix d'un nom, d'un logotype, d'une couleur et d'un claim. Les entreprises cherchent également à organiser leur portefeuille de la manière la plus harmonieuse. L'extension géographique est une condition sine qua non de survie pour une majorité d'entre elles qui garantit leur croissance, leur capacité à se renouveler et le maintien de leur avantage concurrentiel. La force de cet ouvrage réside dans la présentation explicite de tous les éléments essentiels à la gestion des marques mais également dans la richesse de ses exemples et la qualité de ses illustrations.

Suggested Citation

  • Véronique Boulocher-Passet & Véronique Drecq & Sabine Flambard-Ruaud, 2002. "Gestion de la marque locale et internationale," Post-Print hal-03160457, HAL.
    • Handle: RePEc:hal:journl:hal-03160457
    as

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