LA PATRIMONIALISATION COMME ARME CONCURRENTIELLE

Nathalie Audigier ()
Additional contact information
Nathalie Audigier: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]

Post-Print from HAL

Abstract: The ‘Made in' concept transmits objective and emotional values and contents, allowing companies to communicate and to differentiate themselves qualitatively on markets where consumers are in search of authenticity and reassurance. As such, the origin of the product feeds and generates the brand image by using objective and symbolic components. It also participates actively in the definition of marketing and promotional strategies: we will therefore develop the modalities and limitations in the use of the information of origin for the implementation of these strategic policies. We will finally consider how patrimonialization can be a real tool of promotion, communication and differentiation for brands and we will then put forward the limitations in the use of this concept.

Keywords: Origin; brand image; differentiation; commercial communication; Provenance; image de marque; différentiation; communication commerciale. (search for similar items in EconPapers)
Date: 2010
Note: View the original document on HAL open archive server: https://hal.science/hal-01570912v1
References: Add references at CitEc
Citations:

Published in MEI - Médiation et information, 2010, Objets & communication, 30-31, pp.315-327

Downloads: (external link)
https://hal.science/hal-01570912v1/document (application/pdf)

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-01570912

Access Statistics for this paper

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