De la marque en capitales vers le capital marque: quoi de neuf depuis les travaux du MSI ?

Philippe Jourdan ()
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Philippe Jourdan: IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: This article is a synthesis and an extension of the stream of research pursued since the end of the 70's around the concept of the brand and its measure. Having shown the multidisciplinary approaches which interest as well the financier as the marketer, the author puts in evidence two axes which structure university works on the brand initiated further to the congress of the MSI which made a priority of it for the end of century. The first approach of "macroeconomic" type is centered on the competitive advantages, which a strong brand gets on a market. The second, which one can qualify of "microeconomic" by opposition is interested in the point of view of the consumer. Finally, the article attempts to show that an approach built around the "Value of Information" of the brand opens news perspectives for future search on brand equity.

Keywords: brand equity – conjoint analysis –consumer behaviour – image – information processing; capital marque – analyse conjointe – comportement du consommateur – image – traitement de l’information. (search for similar items in EconPapers)
Date: 2002
Note: View the original document on HAL open archive server: https://hal.science/hal-01134684v1
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Citations: View citations in EconPapers (2)

Published in Actes du 18ème Congrès de l’AFM, sous la direction de W. Ulaga et F. Salerno, 2002, Lille, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01134684

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