Master and optimise the future of a brand (French)

Date of publication: June 15, 1986

Company: BVA Group

Abstract:

The object of this talk is to present to you a tool with which to analyse and master this confrontation, intended to help those in charge of a brand in their prospective thinking on the future of this brand. I will first of all present the tool from a theoretical point of view. I will then illustrate it with two cases. Of generic value, one concerning a consumer product, the other a travel organisation.

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