Les marques territoriales
Marketing practices have spread to the point that they now include countries. Based on an analysis of the production of the brand of Abu Dhabi, considered as both a tangible and an intangible cultural object, the author demonstrates that, beyond the marketing tool, country or territorial brands are...
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| Main Author: | |
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| Format: | Article |
| Language: | fra |
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Université Laval
2014-04-01
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| Series: | Communication |
| Subjects: | |
| Online Access: | https://journals.openedition.org/communication/5014 |
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| Summary: | Marketing practices have spread to the point that they now include countries. Based on an analysis of the production of the brand of Abu Dhabi, considered as both a tangible and an intangible cultural object, the author demonstrates that, beyond the marketing tool, country or territorial brands are used as a communicational object in an anthropological sense. They are constructed to give meaning, link and organize exchanges as part of what may be called the economy of celebrity or of the symbolic. |
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| ISSN: | 1189-3788 1920-7344 |