Réputation et savoir-faire des marques

campagne publicitaire dior

Réputation de marque et savoir-faire des marques alimentaires : une image qui s’est bien souvent construite au fil des ans…

« …La Laitière, un cas d’école : un des premiers exemples qui vient à l’esprit est celui de La Laitière, car l’entière réputation de cette marque repose sur son « tour de main », immédiatement symbolisé dans la représentation de Vermeer. La richesse du système marketing qui se décline à partir de cette seule image, clé de voûte du mix, est la preuve éclatante d’une soif de réassurance de la part du public.

Soif de savoir-faire : lorsqu’il s’agit de produits alimentaires, les consommateurs – tout particulièrement les Français – sont friands de ces discours fondant la réputation de leurs marques préférées. À force de travailler sur de multiples marques alimentaires, il nous apparaît qu’environ 75 % d’entre elles ont besoin d’« émettre » des signes ou des promesses de savoir-faire pour construire leur crédibilité. Nous les rangeons dans la catégorie des marques « émettrices », pour exprimer le fait qu’elles parlent d’elles-mêmes. Les 25 % restant sont les marques qui s’affranchissent (ou se sont affranchies) de cet exercice, pour n’apparaître que comme une représentation idéale et « inspirante » de leur public. Le meilleur exemple est Coca-Cola. On pourrait les nommer marques « style de vie »…

Un vrai savoir-faire « marketing ». Afin d’asseoir leur réputation, les marques alimentaires utilisent plusieurs astuces marketing éprouvées, qui fonctionnent toujours. Des générations de chefs de produit et de publicitaires ont appris à nourrir l’image de savoir-faire de leurs marques. Nous avons exposé ci-après quelques-unes des recettes les plus utilisées, douze leviers à activer pour accroître la reconnaissance et le prestige des marques dans l’opinion… »
Voir l’article complet

Share on facebook
Facebook
Share on google
Google+
Share on twitter
Twitter
Share on linkedin
LinkedIn
Share on pinterest
Pinterest
admin

admin
Tous les articles »

7 353 réflexions sur “Réputation et savoir-faire des marques”

  2. Ola

    I like the helpful information you provide in your articles.

    I’ll bookmark your weblog and check again here
    frequently. I am quite sure I’ll learn many new stuff right here!
    Best of luck for the next!

  3. Esmeralda

    Hi there just wanted to give you a quick heads up.
    The words in your content seem to be running off the screen in Safari.
    I’m not sure if this is a format issue or something to do with web
    browser compatibility but I figured I’d post to let you know.
    The design look great though! Hope you get the issue solved soon. Kudos

  4. Eden

    Excellent pieces. Keep writing such kind of info on your
    blog. Im really impressed by it.
    Hi there, You’ve performed an excellent job. I’ll definitely digg it and for my part recommend to my friends.
    I am sure they’ll be benefited from this site.

  32. June

    Tremendous issues here. I am very satisfied to see your post.

    Thanks a lot and I am having a look forward to touch
    you. Will you kindly drop me a e-mail?

  230. Lillie

    I seriously love your blog.. Excellent colors & theme.

    Did you develop this site yourself? Please reply back as I’m trying to create my own site and would
    like to know where you got this from or
    just what the theme is called. Appreciate it!

  262. web hosting what

    Wonderful website. Plenty of useful information here.
    I’m sending it to several friends ans additionally sharing in delicious.
    And certainly, thank you for your sweat!

  285. http://j.mp/

    Good day! Do you use Twitter? I’d like to follow you if that would
    be ok. I’m definitely enjoying your blog and look forward to new updates.

  290. bit.ly

    Hey I know this is off topic but I was wondering if you knew of any
    widgets I could add to my blog that automatically tweet my newest twitter
    updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy reading your blog and I look forward to your new updates.

  294. scoliosis surgery with

    Its such as you learn my thoughts! You seem to understand
    a lot approximately this, like you wrote the e-book in it or something.
    I feel that you just can do with some percent to pressure the message home a bit, but instead of that,
    that is wonderful blog. An excellent read. I’ll definitely be back.

  306. asmr on

    Greetings I am so happy I found your web site, I really found you by mistake, while I was looking on Yahoo for something
    else, Anyhow I am here now and would just like to say cheers for a fantastic post and a all round interesting blog (I also love the
    theme/design), I don’t have time to browse it all at the minute but
    I have book-marked it and also added in your RSS feeds, so when I have time I will be
    back to read much more, Please do keep up the awesome jo.

  307. Bryce

    Hello just wanted to give you a quick heads up.
    The words in your article seem to be running off the screen in Firefox.
    I’m not sure if this is a format issue or something to do with web browser
    compatibility but I figured I’d post to let you know.
    The design look great though! Hope you get the problem solved soon. Kudos

  321. bitly.com

    Hi my loved one! I want to say that this article is amazing, great written and include almost all vital
    infos. I would like to look more posts like this .

  328. why asmr

    Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point.
    You clearly know what youre talking about, why throw away your
    intelligence on just posting videos to your blog when you could
    be giving us something enlightening to read?

  334. of scoliosis surgery

    Thanks a lot for sharing this with all of us you actually know what you
    are speaking about! Bookmarked. Kindly also seek advice from my
    website =). We could have a link alternate contract between us

  546. DenJew

    [url=http://cialisado.com/]average cost for cialis[/url] [url=http://antabusemedication.com/]order antabuse online[/url] [url=http://tadalafilonlineorder.com/]tadalafil uk pharmacy[/url] [url=http://hydroxychloroquinezf.com/]buy hydroxychloroquine 200 mg[/url] [url=http://ivermectinepharm.com/]ivermectin 80 mg[/url]