Quelle stratégie pour la marque France, demain ?

Jean-Noël Kapferer

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 139-153

Abstract: The identity of Brand France is well known, with its dual character. The author recommends to go beyond identity and questions instead the relevance of France for tomorrow?s world. On that basis a ?Brand Platform? is proposed with a clear mission statement, unique values and a positioning (qualitative life enhancement). Now this does not mean just creating a logo and a slogan. Brands are built by there products : the issue of coherence of the many expressions of the nation will be central in the reinforcement of brand France worldwide.

Date: 2011
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