Le prisme d'identité de marque, outil pour l'analyse historique des publicités - 30 ans de DIM

Denis Darpy and Pierre Gomy
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Pierre Gomy: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: This paper outlines the use of the identity prisma as an historical tool to conduct resarch in marketing. Using the well know French brand DIM, the authors present the permanent brand identity across brand extensions.

Keywords: Histoire; Marketing organization; Advertising; Historical approach; brand; Brand identity; Organisation marketing; Publicité; Prisme d'identité; Marque (search for similar items in EconPapers)
Date: 1999-03
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Published in 5èmes Journées d'histoire du management, Mar 1999, Orléans, France. pp.16

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01518924

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