Paris et la France. La marque du territoire, ou un marketing rêvé ?

Jean-Luc Margot-Duclot

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 67-89

Abstract: The idea of a branded territory is a misleading concept, as it is usually the businesses from these territories, and their products, which build the brand and not the other way around. Nowhere in the different rankings is the brand of a territory considered as a criterion for settling there or for attractive investment. Paris?s ranking and image do not reflect its real economic clout. It is widely perceived as the life style and romantic capital of the world : such facets of Paris? image should be used as a lever to promote the true economic reality of the city (i.e. first GDP in Europe) and beyond it of France.

Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.cairn.info/load_pdf.php?ID_ARTICLE=RFG_218_0067 (application/pdf)
http://www.cairn.info/revue-francaise-de-gestion-2011-9-page-67.htm (text/html)
free

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cai:rfglav:rfg_218_0067

Access Statistics for this article

More articles in Revue française de gestion from Lavoisier
Bibliographic data for series maintained by Jean-Baptiste de Vathaire ().