A global vision of the brand:

Five lines of research to understand what a brand is.

In order to better understand the brand, the Brands & Chair hosted by the "IAE de Paris" GREGOR laboratory aims to compare different views and mobilize several disciplines including strategy, marketing, human resources, finance and law.

VIDEOS

Présentation de la Chaire Marques & Valeurs – Géraldine Michel

Géraldine Michel, Directeur de la Chaire Marques & Valeurs et Professeur à l’IAE de Paris Université Paris I Panthéon-Sorbonne, présente les activités de recherche de la Chaire.

EXPERT'S OPINIONS

L’effet « pays d’origine » Ces marques qui ne perdent pas le nord

Mondialisation ne signifie pas uniformisation. En quête de sens et de racines, les consommateurs plébiscitent les marques qui rappellent leur origine. Le pays devient marque, comme le montre l’exemple de la Suède.

PUBLICATIONS

When brands use CEOs and employees as spokespersons: A framework for understanding internal endorsement

Purpose : The present paper is intended to clarify the persuasion mechanism of CEOs and employees as endorsers of brand advertising and help discern consumer attitudes towards internal endorsement. Design/Methodology/Approach : Due to its exploratory nature, the research applied a qualitative approach combining focus groups and face-to-face interviews, which we deemed both meaningful and complementary. […]

Dove #choosebeautifulcampaign
THE LIFE OF BRANDS

Dove: #choosebeautiful

Dove boldly confronts women to their own perception of themselves in the campaign #choosebeautiful and delivers a message of empowerment.