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

The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception

While there is extensive literature on the positive impact of salesperson brand identification, we have little understanding about its negative effects in the luxury context where brand aura can generate deviant behavior. To investigate the negative consequences of salesperson brand identification in the luxury sector, we conducted qualitative studies, including observations and interviews with retail […]

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.