France: Pourquoi penser marque ?

Jean-Noël Kapferer

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 13-23

Abstract: Strong brands are a strategic asset. Those who have one can measure this competitive advantage everyday. How are nation brands specific and different from classic commercial brands ? What are the levers of their values ? The author shows how the nation brand goes far beyond the ?made in.? garantee. The urgency of acting on and for brand France is demonstrated. As a result a think tank of experts was selected from academia as well as from professional circles, all of them focused on the growth of the nation economic and symbolic power outside its frontiers.

Date: 2011
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