Posted on Feb 3, 2019 2021 at 12:30
The subject. If the Covid is shaking up the daily life of everyone around the world, it does not call into question the fundamentals of marketing. Quite the contrary. This is what this collective work demonstrates, in which the views of academics and professionals in charge of brands in companies meet. Under the coordination of Julien Féré, associate professor at Celsa and director of external communication at SNCF, he analyzes how well-established brands and newcomers remain signs of contemporary myths. Far from the manuals way of use. But with many case studies.
The interest. If it highlights some timeless trends, the book draws the new contours of our consumption. Enough to understand how the Aperol Spritz has become an aperitif synonymous with an escape that is easy to achieve, by first relying on opinion leaders, before tackling the “early adopters”, to finally address to everyone. Or how Vinted democratized the practice of second-hand shopping.
A large chapter is also devoted to a theme much less explored than others, that of the death of a brand. And its counterpart, the survival of a brand after the death of its creator.
The quote.“Everyone is capable of creating a name, but few manage to make it exist in their market and in the minds of consumers. As entry costs to advertising have fallen […], notoriety seems to be more and more expensive. “
“Les Dessous des Marques”, edited by Julien Féré, Ellipses, 360 pages, 28 euros.
–
