Google Book

In: Computers and Technology

Submitted By arnaudn
Words 4932
Pages 20
HEC Paris

France : Pourquoi penser marque ?
La marque est un atout stratégique dans la lutte concurrentielle. Cet article explore cette notion nouvelle qu’est la « marque nation », explique pourquoi elle est d’actualité et en quoi elle est différente d’une marque classique. Il analyse pourquoi il y a urgence à travailler sur la marque France compte tenu de la situation économique et des résultats d’études d’image très récentes. Il présente la problématique interne et externe de cette marque ainsi que le choix des experts amenés à contribuer à la réflexion dans ce numéro spécial : chercheurs académiques, consultants internationaux et aussi dirigeants d’entreprises majeures de notre pays.

DOI:10.3166/RFG.218-219.13-23 © 2011 Lavoisier, Paris


Revue française de gestion – N° 218-219/2011

l y a un an désormais nous suggérions à la Revue française de gestion l’idée d’un numéro spécial sur la marque France. Loin d’être un exercice de style, ou de céder à la mode du tout-marque qui caractérise nos sociétés contemporaines, un tel numéro spécial nous semblait urgent. Il l’est encore plus aujourd’hui compte tenu du contexte économique et social mondial actuel et des données récentes concernant la France. Fort d’analyses novatrices, et de l’expérience internationale des auteurs, ce numéro spécial de la RFG émet des recommandations opérationnelles.


I – ÉVOLUTION PROGRESSIVE DU CONCEPT DE MARQUE La notion de marque n’est pas récente. Historiquement, pour les juristes, il s’agit d’un signe qui authentifie l’origine d’un produit et qui le différencie de celui de la concurrence. Sa fonction est donc défensive (se prémunir du vol, de la copie, voire de la contrefaçon en authentifiant la provenance) et offensive (porter une différence). Il est notable que là où la langue française n’utilise qu’un seul mot (la marque), les…...

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