LA PYRAMIDE DE MARQUE, UN OUTIL D’ANALYSE DE LA MARQUE AU SERVICE D’UNE COSMOGONIE

Authors

  • Julien FERE Chercheur associé (GRIPIC, Celsa/Paris IV Sorbonne) Responsable du planning stratégique Starcom

Keywords:

Brand, dispositive, communications agency, power, imaginary

Abstract

This 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.

Published

2022-11-20

How to Cite

Julien FERE. (2022). LA PYRAMIDE DE MARQUE, UN OUTIL D’ANALYSE DE LA MARQUE AU SERVICE D’UNE COSMOGONIE. COMMUNICATION & MANAGEMENT, (1). Retrieved from https://journaleska.com/index.php/cm/article/view/7288

Issue

No. 1 (2013): CM

Section

Articles