La pyramide de marque, un outil d'analyse de la marque au service d'une cosmogonie (notice n° 119935)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01770cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112013434.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Fere, Julien |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | La pyramide de marque, un outil d'analyse de la marque au service d'une cosmogonie |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2013.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 8 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Cet article s’intéresse à la relation entre annonceur et agence de communication en analysant la pyramide de marque, un outil de construction des positionnements de marque qui est utilisé comme un dispositif de médiation dans la stratégie de conviction des agences de communication. Au travers de la pyramide de marque, nous analysons ainsi le rôle de l’agence de communication, et la façon dont elle crée de la valeur en s’accaparant le capital symbolique que représente la marque. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Brand pyramid, when a practical tool becomes a cosmogony makerThis text analyses the relationship between communications agencies and their clients through the brand pyramid, a tool used to build brand positioning and working as a mediation dispositive in the strategy of the communications agencies. Thanks to this model, we will try to understand the role of these agencies and how they create value by becoming the source of creation of the brand value. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | imaginaire |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | dispositif |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | agence de communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | enjeu de pouvoir |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | dispositive |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communications agency |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | power |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | imaginary |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Communication & management | 10 | 1 | 2013-09-23 | p. 79-91 | 2269-7195 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-communication-et-management-2013-1-page-79?lang=fr">https://shs.cairn.info/revue-communication-et-management-2013-1-page-79?lang=fr</a> |
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