De l'élaboration maîtrisée de la marque à sa co-élaboration. Approche sémiotique et stratégique d'un cas (notice n° 120387)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02194cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112013536.0 |
| 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 | Marcon, Christian |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | De l'élaboration maîtrisée de la marque à sa co-élaboration. Approche sémiotique et stratégique d'un cas |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2013.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 6 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | L’article présente la démarche d’un institut qui a choisi de co-construire son image de marque avec ses étudiants alors que l’importance contemporaine accordée à la marque conduit en général à confier cette mission à des professionnels. Les justifications de ce choix, la démarche conduite et les dimensions sémiotiques des créations réalisées sont exposées. L’expérience a fait l’objet d’une évaluation dans le cadre d’une étude menée auprès des diplômés. Les résultats confirment qu’une quasi-marque a été créée, que les diplômés continuent, en tant que communauté numérique, à prescrire et défendre. La portée et les limites de cette action sont formulées. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | From a controlled development of the brand to its co-branding. Semiotic approach and strategic caseThe paper presents the approach of an institute that has chosen to build its co-branding with his students while the contemporary importance given to the brand generally leads to entrust this task to the professionals. The justification of this choice, the approach used and the dimensions of semiotic creations are explained. The experience has been evaluated through a survey of graduates. The results confirm that a virtually-brand was created that graduates continue, as a digital community, to prescribe and defend. The scope and limits of this action are made. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | logo |
| 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 | co-construction |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communauté |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | sémiotique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | logo |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | semiotic |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | co-branding |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | community |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Communication & management | 10 | 1 | 2013-09-23 | p. 50-62 | 2269-7195 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-communication-et-management-2013-1-page-50?lang=fr">https://shs.cairn.info/revue-communication-et-management-2013-1-page-50?lang=fr</a> |
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