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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| 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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| _version_ | 1846132557522927616 |
|---|---|
| author | Sophie Corbillé |
| author_facet | Sophie Corbillé |
| author_sort | Sophie Corbillé |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-91c882ece1ce46f89cb6a18d0cc146d8 |
| institution | Kabale University |
| issn | 1189-3788 1920-7344 |
| language | fra |
| publishDate | 2014-04-01 |
| publisher | Université Laval |
| record_format | Article |
| series | Communication |
| spelling | doaj-art-91c882ece1ce46f89cb6a18d0cc146d82024-12-09T14:46:55ZfraUniversité LavalCommunication1189-37881920-73442014-04-0132210.4000/communication.5014Les marques territorialesSophie CorbilléMarketing 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.https://journals.openedition.org/communication/5014marketingsymbolic economycountry brandingreputationUnited Arab Emirates |
| spellingShingle | Sophie Corbillé Les marques territoriales Communication marketing symbolic economy country branding reputation United Arab Emirates |
| title | Les marques territoriales |
| title_full | Les marques territoriales |
| title_fullStr | Les marques territoriales |
| title_full_unstemmed | Les marques territoriales |
| title_short | Les marques territoriales |
| title_sort | les marques territoriales |
| topic | marketing symbolic economy country branding reputation United Arab Emirates |
| url | https://journals.openedition.org/communication/5014 |
| work_keys_str_mv | AT sophiecorbille lesmarquesterritoriales |