Brand Strategies in the Face of their Appropriation by Artist: Analysis Based on Artworks Belonging to Pop Art and its Descendants[Stratégies des marques face à leur appropriation par un artiste : Analyse réalisée à partir d’œuvres appartenant au mouvement du pop art et à ses héritiers]

This research focuses on the rapprochement between commercial world of brands and that of art, two worlds that are a priori distinct. Indeed, essentially since the 20th century, the artistic sphere tends to be more and more intertwined with brands that can be used for products, services, retail chains, organizations, geographical areas, individuals... The rise of this intertwining can be explained by the spread of postmodernism in Western societies since the second half of the 20th century, its dimensions of fragmentation, acceptance of difference, paradoxical juxtaposition of opposites and hyperreality playing a particularly important role. This intertwining causes two types of relations. Indeed, some can be initiated by brands, and in general, they give rise to collaborations, while others can be instigated by artists without having solicited the brand. The first relationships having generated to numerous researches, this article will focus on the second ones which are less often studied. Specifically, it proposes to answer the following question: what strategy(ies) can a brand adopt when faced with its appropriation by artists? To answer this question, this research will begin with a literature review dedicated to art intended not only to explain appropriation in the art field, but also to present the artistic movements most likely to realize such appropriation (pop Art, neo-pop Art, hyperrealism, street art and urban art). The highlighting of movements turns out, indeed, to be a prerequisite for the implementation of the strategies which will be detailed in the second part. In conclusion, some contributions, limitations and future research directions will be outlined.