TERMIUM Plus®

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BRANDING WAR [1 record]

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Record 1 1988-10-19

English

Subject field(s)
  • Marketing

French

Domaine(s)
  • Commercialisation
CONT

La marque est un élément important dans la concurrence, aussi bien sur le plan horizontal que sur le plan vertical. On a souvent tendance à limiter le rôle de la marque aux stratégies de différenciation entre producteurs (plan horizontal). On oublie la concurrence effrénée que les agents économiques se livrent : producteurs et distributeurs, par exemple. [...] Analysons le phénomène, qui oppose des intérêts a priori non antagonistes et les amènent à la guerre des marques.

Spanish

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