Article sur l'extension de marque
7833 mots
32 pages
vcLE BRAND STRETCHING À L’ÈRE DU RETOUR À L’ESSENTIEL. ‘BACK TO BASICS’.Stratégies et implications.
BRAND STRETCHING IN THE ERA OF
Strategies and implications.
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Le brand stretching a-t-il un avenir ? Does brand stretching have a future?
Even though it remains a sizable source of revenue and a «must» for some iconic brands, it has become clear that brand stretching is increasingly out of synch with consumers’ expectations, as their behaviors are currently changing. The current trend is one of praising fundamental values and returning to basics. The overabundant product and service offerings across sectors, the acceleration of life style changes, the lack of transparency in public and private policies, the financial and ecological crisis, pressure on raw materials costs, etc. all define a new environment that is ill-suited to a proliferation of logos. Re-focusing seems more appropriate. In the luxury sector, the strong recurrence of questions regarding the definition of luxury and its boundaries as well as the ongoing debates about its «democratization» indicates that the issues previously described are being accompanied by a genuine questioning about the identity of luxury itself. By increasing the opportunities for clients to access luxury, is brand stretching still a relevant strategy? If so, under what conditions? Can a luxury brand that extends its offer
Même s’il reste une source appréciable de revenus et, pour certaines marques iconiques, un passage obligé, force est de constater que le brand stretching apparaît de plus en plus en décalage avec les attentes de consommateurs dont les comportements sont en train de changer. L’époque est au culte des valeurs fondamentales et au retour aux sources. La surabondance de l’offre dans de très nombreux domaines, l’accélération des modes de vie, le manque de lisibilité de l’action publique et privée, la crise financière, la crise écologique, la tension sur les matières premières, etc. définissent un