Réputation et savoir-faire des marques

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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… »
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