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.
BRANDS & STRATEGY
As an object of social representation, the brand guides and orients human behavior. How does the brand take shape in the organization? The chair deals with these questions first by analyzing how brand vision and identity are defined, and second, by studying the sources of legitimacy and the processes of legitimizing brands.
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BRANDS & MARKETING
Brands deliver customers with value in different ways: they offer new products, use new communication means and they establish new relationships with their clients. Our researchers aim to better understand how brands innovate, how they communicate and how they engage with their different targets. In order to conduct this research, they use different approaches, such as social psychology, anthropology and semiology. What is at stake here is to grasp the various dimensions of the Customer-Brand Relationship.
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BRANDS & HUMAN RESOURCES
As the brand is multi-faced and unique at the same time, functional and emotional, it constitutes a powerful management lever for the company. How can the brand be a motivation tool for teams? In particular, how does the brand make it possible to mobilize energies in order to keep the promise made to customers? As it is full of meanings, the brand seems to become an important symbolic tool to communicate values and corporate culture within the firm. Our team analyses how the brand employee relationship can influence motivation and commitment to the firm.
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BRANDS & FINANCE
Nowadays, financial analysts consider brand-equity and customer-capital to be the firm's market-based-asset. What is the relationship between the marketing value and the book value of the brand? What is the true worth of the brand? How do financial markets react to brand management developments? Not only are we concerned with these core issues, but we also aim to identify new indicators that assess and promote brands.
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BRANDS & LAW
Despite a clear legal framework, many legal issues arise with each new use of a brand. What are the main legal tools in the development of brands? How can we protect brands? Our research team also deals with these issues.