Les apports du brand content à l’amélioration de l’image d’une marque: le cas SNCF

Stéphane Mallet (), C. Rouen-Mallet () and Pascale Ezan ()
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Stéphane Mallet: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
C. Rouen-Mallet: 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
Pascale Ezan: 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

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Abstract: Brands are confronted today with the increasing power of consumers who appropriate their speech and propagate it in their way. In front of these new practices, in particular of the development of the social networks, they must reconsider their communications strategy and cannot content themselves any more with the "transmitter/receiver" traditional diagram. The production of contents can consequently become an interesting option, especially for public companies whose deficit of image is often considerable.

Keywords: Brandstrategy; Social networks; Brandcontent; Stratégie de marque; Réseaux sociaux; Contenu de marques (search for similar items in EconPapers)
Date: 2012-01-19
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Published in International Marketing Trends Conference, Jan 2012, Venise, Italie

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02070632

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