A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examples are used to point out significant evolutions to take into account when managing brand identity, especially in an international context. Factors for successful management of global brands are also identified.
Technology, new products and certain measurable movements tell us that there is a social change under way and the way in which people communicate is undoubtedly at the center of this shift. This paper attempts to shed light on what has been changing for French people on a daily basis and thus to bring into focus the trends on which the telecommunications industry might base its products and services offer.
In the present paper, we will attempt to achieve such a synthesis: having first redefined our interface with the academic and economic environments respectively, we will then indicate a number of possible future directions some concepts worth examining and some attitudes to be preferred.