Business administration & management
videos & podcasts
Facebook Linkedin Youtube Instagram
All videos

What is the brand?

  • Management Dictionary
  • Marketing, Sales and Communication
4 views

The brand is a constantly evolving concept. We moved from the commercial brand to an alternative model in the late 2000s, one that extends beyond the realm of consumption, becoming widespread in other spheres, particularly political ones. Various types of speakers (anti-globalization activists, journalists, creators, etc.) have adopted the brand logic as a semiotic principle, a tool for managing meaning, in their discourse.

Keywords
  • Brand, communication, semiotics

Author(s)

AUBRUN Frédéric

Enseignant-chercheur

INSEEC-U

Institution(s)

Video(s) of the same institution(s)

The brand manager manages and develops the reputation of one or more brands across all physical and online media. Their scope of action is therefore multichannel, utilizing all monitoring tools and online reputation management techniques, including social media. They ensure brand consistency with the company's overall strategy. The proliferation of...
voir
02:43

What is a brand manager?

AUBRUN Frédéric - INSEEC-U
  • Management Dictionary
With the back-to-back letter of credit, the exporter has a payment instrument that is both flexible and secure, allowing for better capital optimization while guaranteeing the confidentiality of their subcontracting....
voir
02:39

What are back-to-back letters of credit?

BESANGER Serge - INSEEC-U
  • Management Dictionary
Every company develops its marketing strategy based on at least four international values: Product, Price, Promotion, and Place. This framework is called the marketing mix, or the 4Ps of marketing. The concept of the 4Ps has evolved and is now represented by the 7Ps, which include People, Packaging, and Process....
voir
03:58

What is the marketing mix?

AUBRUN Frédéric - INSEEC-U | JAUFFRET Marie-Nathalie - INSEEC-U
  • Management Dictionary
INSEEC-U

Videos of the same thematic(s)

The brand manager manages and develops the reputation of one or more brands across all physical and online media. Their scope of action is therefore multichannel, utilizing all monitoring tools and online reputation management techniques, including social media. They ensure brand consistency with the company's overall strategy. The proliferation of...
voir
02:43

What is a brand manager?

AUBRUN Frédéric - INSEEC-U
  • Management Dictionary
Nudge marketing is an approach that gently encourages behavioral change, without coercion and at minimal cost. Methodologically, it requires identifying the barriers to adopting the desired behavior, and then leveraging the cognitive biases to guide individuals toward the "right" choices. It enjoys widespread success but also raises ethical controversies. Thaler...
voir
02:51

What is nudge marketing?

LAPORTE Marie-Eve - FNEGE
  • Management Dictionary
Patient-centered care puts the patient at the center. It is the healthcare equivalent of customer-centered care. It leads to greater transparency in information and increased participation of patients and their families, in line with patient empowerment. It is also a way to reduce healthcare costs for governments....
voir
02:25

What is patient orientation?

LAPORTE Marie-Eve - FNEGE
  • Management Dictionary
Marketing, Sales and Communication

Subscribe to FNEGE MEDIAS channel

Youtube

Abonnez-vous à notre newsletter !

(*) Champs obligatoires
This site is registered on wpml.org as a development site. Switch to a production site key to remove this banner.