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Les apports du brand content à l’amélioration de l’image d’une marque : le cas SNCF

Abstract : Brands are confronted today with the increasing power of consumers who appropriate their speech and propagate it in their way. In front of these new practices, in particular of the development of the social networks, they must reconsider their communications strategy and cannot content themselves any more with the "transmitter/receiver" traditional diagram. The production of contents can consequently become an interesting option, especially for public companies whose deficit of image is often considerable.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02070632
Contributor : Sabrina Mommolin <>
Submitted on : Monday, March 18, 2019 - 10:43:17 AM
Last modification on : Monday, May 20, 2019 - 11:32:05 AM

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  • HAL Id : hal-02070632, version 1

Citation

Stéphane Mallet, C. Rouen-Mallet, Pascale Ezan. Les apports du brand content à l’amélioration de l’image d’une marque : le cas SNCF. International Marketing Trends Conference, Jan 2012, Venise, Italie. ⟨hal-02070632⟩

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