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De l’utilité des sigles pour la dénomination sociale

Author

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  • Eric Delattre

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Les nombreux changements de dénomination sociale de ces dernières années semblent remettre en cause l'utilité des sigles, pour des raisons d'internationalisation et de visibilité commerciale. Or, le choix d'un sigle en tant que nom d'entreprise, mais aussi nom de produit, présente encore un réel intérêt. Dans cette optique, les objectifs de notre étude sont les suivants : – exposer la diversité des marques-sigles au sens large du terme et en proposer une typologie ; – expliquer les avantages spécifiques des sigles ; – analyser l'évolution des sigles, notamment au travers des récents changements de nom d'entreprise.

Suggested Citation

  • Eric Delattre, 2000. "De l’utilité des sigles pour la dénomination sociale," Post-Print halshs-02920330, HAL.
    • Handle: RePEc:hal:journl:halshs-02920330
    DOI: 10.7193/DM.021.25.35
    as

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