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Les stratégies régionales françaises via les marques Territoires : la place de l’approche Terroir dans le positionnement marketing

Abstract : During the 2010 years, place brands have become a strategic challenge, mostly at the regional level, being carried by the local authorities which try to valorise and differenciate their advantages but also to mobilise local actors. Building on a qualitative and comparative study, the goals and managerial practices of six regional french brands are decrypted to understand their marketing approach. This explorative work lead to focus on the analysis on the "Terroir" approach suggested be some of them. Those brands choose then a label position; setting a kind of certification mark that we need to question regarding others devices of this kind already existing, that question more widely the legitimacy of the certification.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02134067
Contributor : Charles-Edouard Houllier-Guibert <>
Submitted on : Monday, May 20, 2019 - 11:55:12 AM
Last modification on : Tuesday, March 17, 2020 - 1:55:22 AM

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  • HAL Id : hal-02134067, version 1

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Charles-Edouard Houllier-Guibert, Therese Albertini, Delphine Bereni, Graziella Luisi, François Casabianca. Les stratégies régionales françaises via les marques Territoires : la place de l’approche Terroir dans le positionnement marketing. Annales méditerranéennes d'économie, 2018. ⟨hal-02134067⟩

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