Quelle valeur pour la marque France ?. Quelle stratégie pour l'améliorer ?

Vincent Bastien

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 125-138

Abstract: In this article, we analyze the brand ?France? as a commercial brand operating on the world market. We evaluate it financially, following the current methodology of brand valuation, to identify the sources of its value. Then we diagnose and quantify the risks and opportunities induced by France?s image of ?country of luxury?, and propose a way of managing the brand France and implement a luxury strategy at the whole country level.

Date: 2011
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