Quel impact sur la marque pour le designer-star ?

Nicolas Minvielle ()
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Nicolas Minvielle: Audencia Recherche - Audencia Business School

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Abstract: A number of designers have recently become star designers. Choosing their services in preference to the company's own enables well-known brands to increase their market share or change their market positioning. The aim of this article is to analyse these changes through a number of brand constituting elements. The risks and advantages of resorting to such a service will also be reviewed.

Date: 2006
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Published in Décisions Marketing, 2006, 38, pp.87-90

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00955525

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