L'implication des parties prenantes dans la mise en marque des régions Bretagne et Auvergne

Abstract : The building of a brand for a territory requires multiple stakeholders sometimes with identical interests, but also with conflicting ones. They maintain specific relations and they invest themselves differently according to their own strategic imperatives. Through the study of the brand of the region Auvergne Nouveau Monde and the region Bretagne, this research aims to identify the stakeholders involved in the construction of these brands and their expectations. A classification of stakholders is proposed according both to their motivations and their power. We can observe the importance of the agency model in French place branding strategy, which allow to make a reflexion about private power.
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Submitted on : Sunday, December 8, 2019 - 7:58:46 PM
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  • HAL Id : hal-02399090, version 1

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Charles-Edouard Houllier-Guibert, Corinne Rochette. L'implication des parties prenantes dans la mise en marque des régions Bretagne et Auvergne. Revue du marketing territorial, Université Rouen Normandie, 2019. ⟨hal-02399090⟩

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