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 benefits of semiotic analysis to the evaluation of product-service brand extension potential (bep): the case of luxury hospitality

Although more and more luxury goods brands are expanding in the service sector, very little research has yet focused on these strategies of development. Given the risks associated to them, the aims of this article are (1) to define the specificities of product-service extensions and (2) to analyze the internal legitimacy of luxury brands to […]

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.