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La fabrique des marques : entre processus de construction et phénomène de traduction, comment l’identité des marques est façonnée par les organisations.

Abstract : Brands are considered as major assets by many organizations, valued in the form of brand equity. Quite surprisingly, literature on organizations practices regarding brand identity building is rather scarce. Based on a multiple-case study of four organizations, this research sheds light on the way organizations shape their brand identity. Theoretical contributions can be found at a number of levels : (1) a reconceptualization of brand identity as a performative narrative, together with a representation tool called the IPSE model, (2) identification of actors’ roles, tasks and responsibilities in brand identity building, (3) revelation of the brand identity building process through establishing and resolving internal controversies, the emergence of spokespersons including the brand champion, the implementation of acculturation devices, finally (4) the characterization of the employee-based brand equity through four dimensions, that can be embedded in a larger integrating framework of the brand equity concept.
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https://halshs.archives-ouvertes.fr/tel-02987806
Contributor : Fabienne Berger-Remy <>
Submitted on : Wednesday, November 4, 2020 - 11:14:36 AM
Last modification on : Wednesday, November 11, 2020 - 3:05:07 AM
Long-term archiving on: : Friday, February 5, 2021 - 6:20:05 PM

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Fabienne Berger-Remy. La fabrique des marques : entre processus de construction et phénomène de traduction, comment l’identité des marques est façonnée par les organisations.. Gestion et management. Université Paris 1 - Panthéon Sorbonne, 2013. Français. ⟨tel-02987806⟩

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