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 special rewards in loyalty programs enrich consumer-brand relationships: The role of self-expansion

Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer-brand relationships and brand attitude. How do loyalty program rewards influence the consumer-brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present […]

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.