En déposant la marque « Elysée – Présidence de la République », Emmanuel Macron s’inspire des règles du Merchandising de marque, à l’instar du britannique Buckingham Palace ou de l’américain White House
« …Cela existe depuis longtemps aux Etats Unis. La marque « White House » (« Maison-Blanche ») est un business juteux du point de vue du merchandising. Il est intéressant de parcourir le site Whitehousegiftshop.com. On y trouve des drapeaux, des médailles, des pendules, des mugs, des statues, des puzzles, des magnets et bien sûr les collections décorées des portraits des derniers présidents Obama et Trump…
…En déposant la marque « Elysée – Présidence de la République », le directeur de cabinet d’Emmanuel Macron a sans doute cette inspiration en tête. Et un objectif : vendre des cravates et des cendriers à l’effigie du président pour obtenir les fonds nécessaires à la rénovation du château : 100 millions d’euros. Il n’y a pas lieu de culpabiliser, puisqu’en la matière, l’exemple fut montré par le Vatican lui-même. Le pape rentabilise son image dans tous les secteurs, que ce soit dans les musées, sur le site Vatican Gift ou dans la cité papale ! Osera-t-on chasser les marchands du temple ?…
…Aujourd’hui, le développement de la notoriété via le Net et l’accessibilité de l’e-merchandising suscitent l’apparition de nombreuses marques dites « opportunistes ». Le mariage princier de Harry et Meghan fut l’occasion de la création d’un logo et d’une gamme d’objets dérivés, tous en vente sur le site de la marque ombrelle « Buckingham Palace » !… »
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