DE L’ÉLABORATION MAÎTRISÉE DE LA MARQUE À SA CO-ÉLABORATION APPROCHE SÉMIOTIQUE ET STRATÉGIQUE D’UN CAS

Abstract

The paper presents the approach of an institute that has chosen to build its cobranding 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