A MARQUE DANS LES INDUSTRIES CULTURELLES : UNE APPROCHE HYBRIDE ET SPÉCIFIQUE

Abstract

This paper overlooks brand concept in the cultural industries area and his special features. Cultural sector leads to a different brand approach, both in terms of functions and branding. In the stratégic view, the financial function prevails to intensify profits in a determined way while brand identity results from the inherent cultural goods features. The brand creation a posteriori of a success, is caracteristic of the cultural sector by highlighting the importance of celebrity, serial and transmedia work of art.