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Continuité du discours de la marque et efficacité de la communication

Author

Listed:
  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

La vie d'une marque est rythmée par l'innovation, les changements organisationnels, les bouleversements technologiques... Les discontinuités peuvent être dangereuses dans la construction du capital de la marque. Toutefois, la rupture permanente pour une marque peut s'inscrire dans une continuité (cf. Virgin cassant les monopoles). Au travers d'exemples récents, on identifie plusieurs types de marques possibles (« provocante », « guérilla », « marque qui se cherche », «évolution harmonieuse »), priviiégiant les marques provocantes et harmonieuses.

Suggested Citation

  • Denis Darpy, 2010. "Continuité du discours de la marque et efficacité de la communication," Post-Print halshs-00518469, HAL.
    • Handle: RePEc:hal:journl:halshs-00518469
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00518469
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