Comprendre et gérer la marque France. Mode d'emploi pour les acteurs de la marque France

Françoise Bonnal

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 27-43

Abstract: A nation brand is not like any brand. Multidimensional, multi-players, multi-targets and without a dedicated pilot, its image pattern, inherited from history, gives a distorted version of its reality. Brand France does not escape the rule. Based on unreleased surveys and actual examples, this article details the image of Brand France, its potentialities and handicaps, and suggests orientations to manage Brand France, with a governance as one would conduct an orchestra.

Date: 2011
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