L'implication des parties prenantes dans la mise en marque des régions Bretagne et Auvergne

Charles-Edouard Houllier-Guibert () and Corinne Rochette ()
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Charles-Edouard Houllier-Guibert: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Corinne Rochette: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020]

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Abstract: The building of a brand for a territory requires multiple stakeholders sometimes with identical interests, but also with conflicting ones. They maintain specific relations and they invest themselves differently according to their own strategic imperatives. Through the study of the brand of the region Auvergne Nouveau Monde and the region Bretagne, this research aims to identify the stakeholders involved in the construction of these brands and their expectations. A classification of stakholders is proposed according both to their motivations and their power. We can observe the importance of the agency model in French place branding strategy, which allow to make a reflexion about private power.

Date: 2019-09-01
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Published in Revue du marketing territorial, 2019, 3 / été

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