A global vision of the brand:
Five lines of research to understand what a brand is.

In order to better understand the brand, the Chair « Marques et Valeurs » hosted by the "IAE de Paris" GREGOR laboratory, plans to compare different views and mobilize several disciplines including strategy, marketing, human resources, finance and law.

  1. Brands & Strategy

    As an object of social representation, the brand guides and orients human behavior. How does the brand take shape in the organization? The chair deals with these questions first by analyzing how brand vision and identity are defined, and second, by studying the sources of legitimacy and the processes of legitimizing brands.
    Publications related to this topic.

  2. Brands & Marketing

    Brands deliver customers with value in different ways: they offer new products, use new communication means and they establish new relationships with their clients. Our researchers aim to better understand how brands innovate, how they communicate and how they engage with their different targets. In order to conduct this research, they use different approaches, such as social psychology, anthropology and semiology. What is at stake here is to grasp the various dimensions of the Customer-Brand Relationship.
    Publications related to this topic.

  3. Brands & Human Resources

    As the brand is multi-faced and unique at the same time, functional and emotional, it constitutes a powerful management lever for the company. How can the brand be a motivation tool for teams? In particular, how does the brand make it possible to mobilize energies in order to keep the promise made to customers? As it is full of meanings, the brand seems to become an important symbolic tool to communicate values and corporate culture within the firm. Our team analyses how the brand employee relationship can influence motivation and commitment to the firm.
    Publications related to this topic.

  4. Brands & Finance

    Nowadays, financial analysts consider brand-equity and customer-capital to be the firm's market-based-asset. What is the relationship between the marketing value and the book value of the brand? What is the true worth of the brand? How do financial markets react to brand management developments? Not only are we concerned with these core issues, but we also aim to identify new indicators that assess and promote brands.
    Publications related to this topic.

  5. Brands & law

    Despite a clear legal framework, many legal issues arise with each new use of a brand. What are the main legal tools in the development of brands? How can we protect brands? Our research team also deals with these issues.
    Publications related to this topic.

Mon Mustread de Noël

The Brand News Blog nous livre ici un décryptage de l'ouvrage collectif de la Chaire "Quand les artistes s'emparent des marques".

Quand les artistes s'emparent des marques

Coordonné par Géraldine Michel et Stéphane Borraz

Les auteurs: Fabienne Berger-Remy, Stéphane Borraz, Nathalie Fleck, Benoit Heilbrunn, Margaret Josion-Portail, Marie-Ève Laporte, Jean-Marc Lehu, Géraldine Michel, Claude Pécheux, Ouidade Sabri, Nathalie Veg-Sala, Valérie Zeitoun

L'inconscient des marques qui comptent

La Chaire Marques & Valeurs est heureuse de pouvoir partager avec vous les paroles des deux experts présents à son dernier Séminaire International le 20 Mai dernier à l'IFM. 

Marques et Bien-être

Quand les artistes s'emparent des marques

La Chaire Marques & Valeurs a le plaisir de vous présenter son nouvel ouvrage collectif "Quand les artistes s'emparent des marquescoordonné par Géraldine Michel et Stéphane Borraz, préfacé par Olivier Gabet, directeur du Musée des Arts Décoratifs.

Atelier « Marques & Valeurs » du 22 Septembre 2015

Les réactions des consommateurs face à une crise de marque: L’amour rend-il aveugle ou se transforme-t-il en haine?Rania KTHIRI
Discussion autour des contributions théoriques de nos recherches (suite à l'atelier du 6 juillet), Géraldine MICHEL

Newsletter Juillet 2015

Retrouvez notre 6ème Newsletter en cliquant ici.

Fifty Shades of Brand Meaning: From Couch to Brand Attachment, L'inconscient des marques qui comptent

Invités d'honneur: 

Deborah MacInnis, professeur de marketing, University of Southern California  

Saverio Tomasella, psychanalyste 

A vos agendas! 20 mai Séminaire International

Le séminaire de recherche international 2015 de la Chaire Marques & Valeurs

Fifty Shades of Brand Meaning:  

Invités d'honneur: 
Deborah McInnis, professeur de marketing,

Déjà 3 ans!

La Chaire Marques & Valeurs fête ses 3 ans autour du chiffre 3. 

Découvrez-le ici