Gestion expressive des marques dans un contexte de baroquisation

Gérald Mazzalovo and Denis Darpy
Additional contact information
Gérald Mazzalovo: ISC Paris - Institut Supérieur du Commerce de Paris
Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: 70% of the logos of the 40 largest stocks of Euronext Paris that have been modified in the past 20 years have become more baroque. It is a symptom of the baroquisation trend of consumption, which put brands in the quandary between following the trends of market taste and adjusting the aesthetic components of their identity. Art history can be a source of analytical frameworks that can help brands resolve this issue. The analogue stylistic notions of organic/crystalline and baroque/classical, which qualify certain types of expressions and link them to specific world visions, provide a methodological assessment approach to the consistencies of the changes that brands need to address, enabling proactive brand aesthetics management to issues arising from the taste changes of consumers.

Keywords: Marque; Esthétique; Identité; Classique; Organique; Cristallin; Logos du CAC 40; Brand; Aesthetics; Identity; Baroque; Baroquisation; Classical; Organic; Crystalline; CAC 40 logos (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in Décisions Marketing, 2014, 74

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01515415

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().