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La personnalité de la marque : une contribution réelle à leur gestion ?

Author

Listed:
  • Laure Ambroise

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

L'objectif de cet article est de montrer dans quelle mesure la personnalité de la marque offre une réelle perspective de création, de développement et de gestion des marques basée sur le transfert de caractéristiques humaines aux marques. Cette analyse présente le contexte d'apparition du concept de personnalité de la marque ainsi que les théories qui soutiennent cette perspective anthropologique.Un nouvel outil de mesure spécifique et adapté aux marques, le baromètre de personnalité des marques, est ensuite proposé en alternative aux échelles de personnalité humaine transposées au domaine des marques. L'intérêt opérationnel de cette nouvelle échelle est illustré au travers de plusieurs applications managériales, notamment pour les stratégies de différenciation, de positionnement et de communication mais également pour comprendre et anticiper le comportement du consommateur.

Suggested Citation

  • Laure Ambroise, 2006. "La personnalité de la marque : une contribution réelle à leur gestion ?," Post-Print halshs-00132583, HAL.
    • Handle: RePEc:hal:journl:halshs-00132583
    as

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    Cited by:

    1. Luc Marco & Valentin Ngadi Essamè, 2016. "DEFINITION AND STRUCTURE OF PERSONALITY'S DESIGN: First results on a public Italian students deal with foreign products [ESSAI DE DEFINITION ET DE STRUCTURE DE LA PERSONNALITE DU DESIGN : premiers ," Working Papers hal-01265707, HAL.
    2. Luc Marco & Valentin Ngadi Essamè, 2016. "DEFINITION AND STRUCTURE OF PERSONALITY'S DESIGN: First results on a public Italian students deal with foreign products [ESSAI DE DEFINITION ET DE STRUCTURE DE LA PERSONNALITE DU DESIGN : premiers ," CEPN Working Papers hal-01265707, HAL.

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