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L'image de marque : un miroir déformant ?

Author

Listed:
  • Patrick Schmoll

    (DynamE - Dynamiques européennes - UNISTRA - Université de Strasbourg - CNRS - Centre National de la Recherche Scientifique, P.S.Institut)

Abstract

L'objectif d'une stratégie de communication peut être d'améliorer l'image de marque de l'entreprise. Mais, cette image dépend aussi des représentations et des attentes du public. Quand le message conteste ces derniers, il n'améliore pas l'image, il la rend floue. Ainsi, celui des Caisses d'Épargne qui est décalé par rapport à son image dans le public.

Suggested Citation

  • Patrick Schmoll, 1993. "L'image de marque : un miroir déformant ?," Post-Print halshs-02071521, HAL.
    • Handle: RePEc:hal:journl:halshs-02071521
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02071521
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