VERS UN NOUVEAU CONCEPT DE MARQUE : L’ALTER-MARQUE

Abstract

The term ‘brand’ reflects a complex and unstable concept. In a context of crises, we are entitled to wonder about the future of the brand : is it going to evolve towards an alternative model more in line with the current societal changes ? Our reflection falls within the field of Information and Communication Sciences by studying the evolution of the concept of brand from a socio-semiotics point of view. When considering the brand as a system in its own right, the alter-brand would constitute the appropriate meta-system to the crisis.