{"id":122031,"date":"2010-08-22T02:00:00","date_gmt":"2010-08-22T02:00:00","guid":{"rendered":"https:\/\/ac-franchise.com\/article\/les-marques-en-question-revolution-ou-evolution"},"modified":"2020-02-18T10:28:53","modified_gmt":"2020-02-18T09:28:53","slug":"les-marques-en-question-revolution-ou-evolution","status":"publish","type":"post","link":"https:\/\/ac-franchise.com\/article\/les-marques-en-question-revolution-ou-evolution","title":{"rendered":"Les marques en question, r\u00e9volution ou \u00e9volution ?"},"content":{"rendered":"<div class=\"widget left_picture_title_text\">\n<div class=\"row-fluid\">\n<div class=\"thumbnail widget-media-thumbnail span4\"> <a href=\"https:\/\/ac-franchise.com\/wp-content\/uploads\/2013\/11\/28\/20131128020228-3168bfa53ff84df2549d6a91ac6c2f13.jpg\" data-remote=\"true\"> <img decoding=\"async\" src=\"https:\/\/ac-franchise.com\/wp-content\/uploads\/2013\/11\/28\/20131128020228-3168bfa53ff84df2549d6a91ac6c2f13.jpg\" title=\" \"><\/a> <\/div>\n<div class=\"widget-content\"> <strong>Jamais dans l&rsquo;histoire on n&rsquo;aura consomm\u00e9 autant de marques<\/strong> &#8230; jamais pourtant elles n&rsquo;ont \u00e9t\u00e9 aussi malmen\u00e9es &#8230;<\/p>\n<p> Les ann\u00e9es 1990 ont \u00e9t\u00e9 ponctu\u00e9es par des crises et des remises en cause radicales des marques. Celles-ci prenaient des formes diverses : mouvements anti-pub, boycotts, <strong>d\u00e9nonciation de la tyrannie des marques<\/strong>, alter mondialisme&#8230;.\u00a0 Ces mouvements de contestation se sont multipli\u00e9s et se sont intensifi\u00e9s&#8230;. Que signifie cette critique ? Quels sont ses retentissements ? Peut-elle mettre en p\u00e9ril les entreprises &#8230; et les marques elles-m\u00eames ? <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"widget title_h3\">\n<h2>Le sens et la valeur donn\u00e9s \u00e0 la marque<\/h2>\n<\/p><\/div>\n<p>Apr\u00e8s cette \u00ab\u00a0crise existentielle\u00a0\u00bb des marques, <strong>les ann\u00e9es 2000 voient appara\u00eetre de nouveaux comportements <\/strong>: les consommateurs sont pass\u00e9s d&rsquo;une demande de \u00ab\u00a0repr\u00e9sentation\u00a0\u00bb \u00e0 une demande de \u00ab\u00a0sens\u00a0\u00bb o\u00f9 l&rsquo;imaginaire a plus de valeur que l&rsquo;identification \u00e0 une \u00ab\u00a0caste\u00a0\u00bb ou\u00a0 une \u00ab\u00a0tribu\u00a0\u00bb. <strong>La grande r\u00e9volution des marques, c&rsquo;est celle de la demande du \u00ab\u00a0sens\u00a0\u00bb o\u00f9 la libert\u00e9 d&rsquo;expression du consommateur devient une valeur \u00ab\u00a0cardinale\u00a0\u00bb<\/strong>. La question que se posent les industriels de la marque n&rsquo;est plus celle de \u00ab\u00a0la fin des marques\u00a0\u00bb &#8230;.mais davantage celle de savoir \u00ab\u00a0comment cr\u00e9er un imaginaire\u00a0\u00bb pour vivre ensemble le plus longtemps possible. <\/p>\n<p> Un facteur nouveau est venu bouleverser la logique des \u00ab\u00a0industriels\u00a0\u00bb de la marque : c&rsquo;est le prix. A c\u00f4t\u00e9 des nouvelles valeurs \u00e9mergeantes pour rendre aux marques leur pouvoir de s\u00e9duction (\u00e9thique, d\u00e9veloppement durable, citoyennet\u00e9&#8230;) la mont\u00e9e en puissance du hard discount et du \u00ab\u00a0toujours moins cher\u00a0\u00bb place les marques au cur d&rsquo;un dilemme : <strong>comment concilier aux yeux des consommateurs la \u00ab\u00a0valeur\u00a0 prix\u00a0\u00bb et la \u00ab\u00a0valeur\u00a0 produit\u00a0\u00bb ?<\/strong> Comment y parvenir ? Au-del\u00e0 des nouvelles techniques de segmentations des march\u00e9s ou de distribution via de nouveaux canaux, quel \u00e9quilibre trouver entre les contraintes du march\u00e9, la libert\u00e9 de cr\u00e9ation, la responsabilit\u00e9 humaine et sociale ? Sur quelles bases construire les marques et leur donner de la valeur ? Toutes ces questions sont pos\u00e9es aujourd&rsquo;hui. <\/p>\n<p> Dominique Deslandes<\/p>\n<p> \u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jamais dans l&rsquo;histoire on n&rsquo;aura consomm\u00e9 autant de marques &#8230; jamais pourtant elles n&rsquo;ont \u00e9t\u00e9 aussi malmen\u00e9es &#8230; Les ann\u00e9es 1990 ont \u00e9t\u00e9 ponctu\u00e9es par des crises et des remises en cause radicales des marques. Celles-ci prenaient des formes diverses : mouvements anti-pub, boycotts, d\u00e9nonciation de la tyrannie des marques, alter mondialisme&#8230;.\u00a0 Ces mouvements de [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":122032,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[450],"tags":[],"class_list":["post-122031","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les marques en question, r\u00e9volution ou \u00e9volution ?<\/title>\n<meta name=\"description\" content=\"Jamais dans l&#039;histoire on n&#039;aura consomm\u00e9 autant de marques ... jamais pourtant elles n&#039;ont \u00e9t\u00e9 aussi malmen\u00e9es ... 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