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Gestion de l'extension de marque et de son impact sur la marque-mère

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  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

La stratégie d'extension de marque est une pratique de plus en plus courante et, dans une optique à long terme, les entreprises cherchent à prévoir les retombées de l'extension sur la marque-mère. Afin d'améliorer leur capacité à évaluer les risques de l'extension pour la marque, cet article analyse en profondeur la problématique de l'extension de marque. L'analyse des entretiens réalisés auprès de treize professionnels permet tout d'abord de souligner les intérêts stratégiques de cette pratique. Elle met, ensuite, en avant la notion de valeurs centrales et aboutit alors à une nouvelle conception de la structure interne de la marque organisée autour d'un noyau central et d'un système périphérique. Enfin, cette étude met en évidence les variables susceptibles d'influencer l'impact de l'extension de marque sur la marque-mère.

Suggested Citation

  • Géraldine Michel, 1998. "Gestion de l'extension de marque et de son impact sur la marque-mère," Post-Print halshs-02925816, HAL.
    • Handle: RePEc:hal:journl:halshs-02925816
    DOI: 10.7193/DM.013.25-35
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    Cited by:

    1. Magali Jara, 2009. "« Le capital-marque des marques de distributeurs : une approche conceptuelle différenciée »," Post-Print halshs-00413592, HAL.

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