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Research papers

Brand, style, territories

This paper addresses the importance of brands (particularly clothing brands) and their symbolic capital to youth in suburban Paris.

Catalogue: Ethnic Marketing 2000
Authors: Danielle Greenfield, Serge Laminana
Company: SORGEM IMR
July 1, 2000

Research papers

Local brands, global brands

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...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Author: Catherine Becker
Company: SORGEM IMR
June 15, 1998

Research papers

The death of Lady Di

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...

Catalogue: The Worldwide Internet Seminar 1998
Authors: Catherine Gouttas, Jean-Maxence Granier
Company: SORGEM IMR
June 15, 1998

Research papers

Hair and cosmetic products in the Japanese market

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...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: Catherine Becker
Company: SORGEM IMR
November 1, 1996

Research papers

Meta consumption

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...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance
Authors: M. Nussenbaum, A. Souvayre, Catherine Becker
Company: SORGEM IMR
May 1, 1996

Research papers

Bank brand equity and its applications using Fond(s) De Marque® studies

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...

Catalogue: Seminar 1994: Banking And Insurance- From Recession To Recovery
Authors: Esther Flath, Claude Charbonnier
Company: SORGEM IMR
June 15, 1994

Research papers

Towards a qualitative control of television sponsorship of television sponsorship

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...

Catalogue: Seminar 1991: The Expansion of Broadcast Media
Authors: Daniel Bo, Yves Krief
Company: SORGEM IMR
June 15, 1991

Research papers

Global communication (French)

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 ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989

Research papers

Global 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 ;...

Catalogue: ESOMAR Congress 1989
Author: Yves Krief
Company: SORGEM IMR
September 1, 1989