{"id":2579,"date":"2022-03-24T16:55:53","date_gmt":"2022-03-24T15:55:53","guid":{"rendered":"https:\/\/agence-puck.fr\/?p=2579"},"modified":"2022-06-30T10:13:13","modified_gmt":"2022-06-30T08:13:13","slug":"de-lidentite-de-marque-a-sa-plateforme","status":"publish","type":"post","link":"https:\/\/agence-puck.fr\/en\/actualites\/de-lidentite-de-marque-a-sa-plateforme\/","title":{"rendered":"DE L&#8217;IDENTIT\u00c9 DE MARQUE \u00c0 SA PLATEFORME"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"2579\" class=\"elementor elementor-2579\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-81ad320 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"81ad320\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b354f0c\" data-id=\"b354f0c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6eda2af elementor-drop-cap-view-framed elementor-drop-cap-yes elementor-widget elementor-widget-text-editor\" data-id=\"6eda2af\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;drop_cap&quot;:&quot;yes&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>D<span>ans beaucoup d\u2019entreprises, on a tendance \u00e0 r\u00e9duire l\u2019identit\u00e9 de marque \u00e0 un logo. Pourtant ce sujet a \u00e9t\u00e9 longuement document\u00e9 par d\u2019\u00e9minents sp\u00e9cialistes comme Jean No\u00ebl Kapferer ou Marie Claude Sicard. Le positionnement de marque repr\u00e9sente la place , le cr\u00e9neau comme dit Al Ries &#8211; inventeur du concept, que l\u2019on veut occuper dans l\u2019esprit du client. Au c\u00f4t\u00e9 de cela l\u2019identit\u00e9 de marque, c\u2019est l\u2019ensemble des attributs qui permettront \u00e0 cette marque d\u2019occuper la place cette place sp\u00e9cifique et choisie dans l\u2019esprit de l\u2019acheteur.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7bf6276 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7bf6276\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-74d3fcc\" data-id=\"74d3fcc\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dc01f37 elementor-widget elementor-widget-text-editor\" data-id=\"dc01f37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Travailler l\u2019identit\u00e9 de marque est un r\u00f4le fondamental et sp\u00e9cifique dans une agence de communication. En effet, il est \u00e0 la base de la d\u00e9finition de la marque, outil essentiel de la communication, mais il fait appel \u00e0 un savoir-faire strat\u00e9gique qui demande des ann\u00e9es d\u2019exp\u00e9rience pour \u00eatre maitris\u00e9. En agence de communication ou m\u00eame chez l\u2019annonceur lorsqu\u2019il faut g\u00e9rer des lancements ou des architectures de marque complexes.<\/p>\n<p>Donc l\u2019identit\u00e9 de marque se nourrit de codes, d\u2019images, de valeurs, de discours\u2026 qui lui permettent de se distinguer et de s\u2019imposer sur le march\u00e9. Le logo en fait partie bien s\u00fbr.&nbsp;&nbsp;<\/p>\n<p>Il faut donc rassembler ces \u00e9l\u00e9ments pour que l\u2019entreprise et ses parties prenantes puissent partager ces attributs et porter le positionnement de la marque. C\u2019est l\u00e0 qu\u2019intervient la plateforme de marque. Elle peut prendre des formes tr\u00e8s diff\u00e9rentes.a<\/p>\n<p>Vision, mission, ambitions, valeurs, qui vont nourrir un positionnement cible, concurrence, promesse, tel qu\u2019Al Ries le d\u00e9finit.<\/p>\n<p>Le prisme de J.N. Kapferer est aussi particuli\u00e8rement int\u00e9ressant lorsque l\u2019on veut parfaitement d\u00e9finir l\u2019identit\u00e9 de la marque \u00e0 sa cr\u00e9ation. En effet, il attribue \u00e0 la marque des composantes quasi humaines : physique, personnalit\u00e9, culture, relation, reflet, et mentalisation (reflet de soi-m\u00eame).<\/p>\n<p>Un exemple, le prisme de la marque Lacoste. On comprend au travers de celui-ci que l\u2019identit\u00e9 de marque d\u00e9passe de loin le logotype ou son nom, mais elle nourrit son univers, cr\u00e9e un territoire et l\u2019aide \u00e0 imposer son positionnement sur son march\u00e9.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-19cbe10 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"19cbe10\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e2de01a\" data-id=\"e2de01a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8b4cd8e elementor-widget elementor-widget-image\" data-id=\"8b4cd8e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"626\" src=\"https:\/\/agence-puck.fr\/wp-content\/uploads\/2022\/03\/prisme-lacoste-1024x626.png\" class=\"attachment-large size-large wp-image-2584\" alt=\"Prisme identitaire marque Lacoste branding\" srcset=\"https:\/\/agence-puck.fr\/wp-content\/uploads\/2022\/03\/prisme-lacoste-1024x626.png 1024w, https:\/\/agence-puck.fr\/wp-content\/uploads\/2022\/03\/prisme-lacoste-300x183.png 300w, https:\/\/agence-puck.fr\/wp-content\/uploads\/2022\/03\/prisme-lacoste-768x469.png 768w, https:\/\/agence-puck.fr\/wp-content\/uploads\/2022\/03\/prisme-lacoste-1536x939.png 1536w, https:\/\/agence-puck.fr\/wp-content\/uploads\/2022\/03\/prisme-lacoste-1080x660.png 1080w, https:\/\/agence-puck.fr\/wp-content\/uploads\/2022\/03\/prisme-lacoste.png 1767w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Dans beaucoup d\u2019entreprises, on a tendance \u00e0 r\u00e9duire l\u2019identit\u00e9 de marque \u00e0 un logo. Pourtant ce sujet a \u00e9t\u00e9 longuement document\u00e9 par d\u2019\u00e9minents sp\u00e9cialistes comme Jean No\u00ebl Kapferer ou Marie Claude Sicard. Le positionnement de marque repr\u00e9sente la place , le cr\u00e9neau comme dit Al Ries &#8211; inventeur du concept, que l\u2019on veut occuper dans [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3161,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DE L&#039;IDENTIT\u00c9 DE MARQUE \u00c0 SA PLATEFORME - Agence Puck<\/title>\n<meta name=\"description\" content=\"Strat\u00e9gie de communication, positionnement de marque, marketing, retrouvez ici nos astuces et conseils.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/dev.agence-puck.fr\/actualites\/de-lidentite-de-marque-a-sa-plateforme\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DE L&#039;IDENTIT\u00c9 DE MARQUE \u00c0 SA PLATEFORME - 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