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Stratégies de marques et concepts de marques

Author

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  • Richard Ladwein

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

A partir de la notion de concept de marque, cet article décline différentes stratégies utilisables pour faire évoluer la marque, soit par la modification de la gamme commercialisée, soit par l'utilisation d'actions de communication. Dans ce cadre, des outils tels que l'identification des catégories de référence et le jugement de typicalité peuvent être utilisés pour identifier les leviers stratégiques.

Suggested Citation

  • Richard Ladwein, 1998. "Stratégies de marques et concepts de marques," Post-Print halshs-02925815, HAL.
    • Handle: RePEc:hal:journl:halshs-02925815
    DOI: 10.7193/DM.013.17-24
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    Cited by:

    1. Hongfan Zhang & Qurat Ul Ainn & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2022. "Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?," Sustainability, MDPI, vol. 14(19), pages 1-16, September.

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