This paper addresses the importance of brands (particularly clothing brands) and their symbolic capital to youth in suburban Paris.
This paper deals with a study based on a large opinion survey conducted on the Net by CNN after the death of Lady Diana. It aims at analysing the discourse content about Diana. SORGEM and IBM-ECAM collaborated in devising a methodology of automatic textual analysis dedicated to qualitative studies.
Recently there has been a great deal of discussion concerning the opposition between local brands associated with specific cultures and global brands destroyers of differences coming to dominate the world. This paper wishes to demonstrate that behind global brands are hidden the most cultural and emotional brands which exist. These brands have achieved their success by respecting all the cultural dimensions. If they continue to be operate effectively it is because of their anchorage in a very cultural existence. Giving an international dimension to a brand certainly means giving it a very clear identity which will make it well-known throughout the world and it also means making the brand itself very accessible so that it touches people emotionally.
The objective of this paper is to bring to the fore the type of research required to launch specific cosmetic and hair products in a culture which is difficult to define, such as the Japanese culture, in order to respond precisely to consumer expectations arising from unique cultures and particular behaviour. We will show how it is necessary to understand a culture well in order to have a precise marketing eye, and how such information can be gathered.
This reference to Credit Mutuel's Assises has allowed us to grasp at what point the meta-consumer was central, at the heart of the banking debate, of values, of the organisation and of strategy. This notion is not an alibi for the communicator but presumes to understand a type of conflict at stake in a structure and to be on the watch to resolve it. The "relationship" with the customer is no longer the last thing to consider, but is the comer stone of the strategic and organisational edifice. Meta-consumption enables the hackneyed conflict of "ethical values" and of "performance", of "customer relations" and of "figures" to be left behind in order to understand how a bank should operate. The overall perception of the "person" must answer an overall action of the bank, where the relationship to communication, strategy and organisation must be involved. It is a coherent offer, which emerges from the internal coherence of a company which mirrors the new meta-consumer. To develop the specificity of this notion must be considered as the first action of internal communication. The interest in the method used which inscribes the leading elements of a debate that is apparently highly diverse, is to grasp how to articulate the notions that the conscious portrayals can put into opposition. Thus, a real movement is outlined : the banks, such as Credit Mutuel, which can be perceived as falling short of banking, can find themselves again in the expressions the same of banking today. The loyalty considered as "soft" in the past becomes an active loyalty and the motor of banking. Credit Mutuel's results in 1995 are convincing in this respect.
All banks attempt to convince the public of their specificity and the specificity of the products and services that they offer. The efforts to do so are often in vain because, with the exception of a few well informed clients, banking clients tend to be lifetime clients of the banking establishment which is closest to their home or employment. In this report, we will describe the SORGEM's prescribed method for rendering banks and their products distinct from others.
In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and which works by insertion into programmes and by connotation, can be risky for their brand capital. The success of a sponsorship operation largely depends upon the utilisation of the brand as well as the interaction between the sponsor, the programme and the TV station. In order to control TV sponsorship space, the SORGEM (communications research company) and MARKETING & TELEVISION (TV advice agency) are carrying out a study entitled "Brands and TV Sponsorship". Using over 1500 french and foreign examples, this study comprises a semiological analysis of 400 relevant case studies as well as a series of qualitative and quantitative tests. The results will enable a better understanding of TV sponsorship and its implications for brand communication.
Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ; and the discourse of the brand, self-referring and addressing the desire of the receiver. The globalization of corporate communication has as its essential goal the translation of the identity of the enterprise into the different levels of communication, for both the internal and the external public. Global communication is a fundamental element of strategic investment. Its mastery is not marginal in the art of governing, but of central importance. Neither complexity nor dissonance should be shunned.
Our hypothesis is that "corporate" communication is sub-divided in three entities which enact different rationalities: the discourse of the enterprise, of a legal and economic nature ; the institutional discourse, of a political and ethical nature ; and the discourse of the brand, self-referring and addressing the desire of the receiver. The globalization of corporate communication has as its essential goal the translation of the identity of the enterprise into the different levels of communication, for both the internal and the external public. Global communication is a fundamental element of strategic investment. Its mastery is not marginal in the art of governing, but of central importance. Neither complexity nor dissonance should be shunned.
This papers presents the main results of a research study aimed at defining the communicational strategy to be applied through a national TV campaign promoted by the French Committee on Health Education, and concerning alcoholic overconsumption.
The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse, that, there is, therefore, reason to analyse motivation in relation to the product but also and above all, to explore the symbolic imagination in relation to objects and brands, a mediating concept between deep, unusable motivation and purely descriptive buying behavior. With an analysis of brand discourse on the one hand an analysis of consumer discourse on the other, the audit puts these two orders into a systematic relationship between which meaning is produced.
The communication audit, a fundamental, strategic study, is situated in line with traditional motivation studies. But contrary to the latter, it sets the primary of communication, supporting itself by the finding that brands are beings of discourse, that, there is, therefore, reason to analyse motivation in relation to the product but also and above all, to explore the symbolic imagination in relation to objects and brands, a mediating concept between deep, unusable motivation and purely descriptive buying behavior. With an analysis of brand discourse on the one hand an analysis of consumer discourse on the other, the audit puts these two orders into a systematic relationship between which meaning is produced.