{"id":6512,"date":"2022-09-27T11:18:06","date_gmt":"2022-09-27T09:18:06","guid":{"rendered":"http:\/\/asso.unilim.fr\/fedros\/2022\/09\/27\/conference-quest-ce-quune-marque-une-etude-semiotique\/"},"modified":"2022-09-27T11:18:06","modified_gmt":"2022-09-27T09:18:06","slug":"conference-quest-ce-quune-marque-une-etude-semiotique","status":"publish","type":"post","link":"https:\/\/asso.unilim.fr\/fedros\/en\/2022\/09\/27\/conference-quest-ce-quune-marque-une-etude-semiotique\/","title":{"rendered":"Conf\u00e9rence &#8211; \u00ab Qu\u2019est-ce qu\u2019une marque ? Une \u00e9tude s\u00e9miotique \u00bb"},"content":{"rendered":"<p style=\"text-align: center\"><strong>Conf\u00e9rence d\u2019Alain Perusset \u00ab Qu\u2019est-ce qu\u2019une marque ? Une \u00e9tude s\u00e9miotique \u00bb<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Ce vendredi 30 septembre, de 15 \u00e0 17h., \u00e0 l\u2019universit\u00e9 de Li\u00e8ge (salle de l\u2019Horloge) et en ligne (<a href=\"https:\/\/teams.microsoft.com\/l\/meetup-join\/19%3ameeting_N2UwZjVkODktYTUyYS00MjA3LThkMzktMmJlODUyNTFlMDNh%40thread.v2\/0?context=%7b%22Tid%22%3a%2262e13b84-1960-4562-8c7f-72472951da8f%22%2c%22Oid%22%3a%226089fb7f-5929-4cbc-8c80-c5075bf749fc%22%7d\" target=\"_blank\" rel=\"noopener noreferrer\">Cliquez ici pour rejoindre la r\u00e9union<\/a>), le centre de S\u00e9miotique et de Rh\u00e9torique de l\u2019universit\u00e9 de Li\u00e8ge a le plaisir de vous convier \u00e0 la conf\u00e9rence d\u2019Alain Perusset (Marie-Curie Postdoctoral Fellowship, Warwick UK).<\/p>\n<p>La conf\u00e9rence est intitul\u00e9e : \u00ab Qu\u2019est-ce qu\u2019une marque ? Une \u00e9tude s\u00e9miotique \u00bb<\/p>\n<p>R\u00e9sum\u00e9 : Depuis le milieu des ann\u00e9es 2000, les sp\u00e9cialistes en brand management se sont accommod\u00e9s de strat\u00e9gies de marques plus ou moins indiscutables (strat\u00e9gies master brands, dual brands\u2026). N\u00e9anmoins, un examen s\u00e9miotique de ces strat\u00e9gies peut r\u00e9v\u00e9ler des contradictions \u00e0 m\u00eame de les requestionner. L\u2019objectif de cette pr\u00e9sentation est de mettre en exergue les probl\u00e8mes th\u00e9oriques et pratiques li\u00e9s \u00e0 ces strat\u00e9gies de marque contemporaines. En corollaire \u00e0 ces questions de strat\u00e9gies, c\u2019est une esquisse de d\u00e9finition nouvelle du concept de marque que je d\u00e9velopperai, la marque \u00e9tant con\u00e7ue comme un service ayant une vision souveraine propre. Plus g\u00e9n\u00e9ralement, cette contribution entend valoriser le recours \u00e0 la s\u00e9miotique (post)structurale greimassienne pour enrichir la r\u00e9flexion et am\u00e9liorer les pratiques dans le domaine du brand management.<\/p>\n<p><a href=\"https:\/\/asso.unilim.fr\/fedros\/wp-content\/uploads\/sites\/12\/2022\/09\/thumbnail_Quest-ce-quune-marque-Une-etude-semiotique2.jpg\" target=\"_blank\" rel=\"noopener noreferrer\">Affiche ici<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conf\u00e9rence d\u2019Alain Perusset \u00ab Qu\u2019est-ce qu\u2019une marque ? Une \u00e9tude s\u00e9miotique \u00bb &nbsp; Ce vendredi 30 septembre, de 15 \u00e0 17h., \u00e0 l\u2019universit\u00e9 de Li\u00e8ge (salle de l\u2019Horloge) et en ligne (Cliquez ici pour rejoindre la r\u00e9union), le centre de S\u00e9miotique et de Rh\u00e9torique de l\u2019universit\u00e9 de Li\u00e8ge a le plaisir de vous convier \u00e0 [&hellip;]<\/p>\n","protected":false},"author":104,"featured_media":6506,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56],"tags":[],"class_list":["post-6512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conf\u00e9rence - \u00ab Qu\u2019est-ce qu\u2019une marque ? Une \u00e9tude s\u00e9miotique \u00bb - F\u00e9d\u00e9ration Romane de S\u00e9miotique<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/asso.unilim.fr\/fedros\/en\/2022\/09\/27\/conference-quest-ce-quune-marque-une-etude-semiotique\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conf\u00e9rence - \u00ab Qu\u2019est-ce qu\u2019une marque ? Une \u00e9tude s\u00e9miotique \u00bb - F\u00e9d\u00e9ration Romane de S\u00e9miotique\" \/>\n<meta property=\"og:description\" content=\"Conf\u00e9rence d\u2019Alain Perusset \u00ab Qu\u2019est-ce qu\u2019une marque ? Une \u00e9tude s\u00e9miotique \u00bb &nbsp; Ce vendredi 30 septembre, de 15 \u00e0 17h., \u00e0 l\u2019universit\u00e9 de Li\u00e8ge (salle de l\u2019Horloge) et en ligne (Cliquez ici pour rejoindre la r\u00e9union), le centre de S\u00e9miotique et de Rh\u00e9torique de l\u2019universit\u00e9 de Li\u00e8ge a le plaisir de vous convier \u00e0 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/asso.unilim.fr\/fedros\/en\/2022\/09\/27\/conference-quest-ce-quune-marque-une-etude-semiotique\/\" \/>\n<meta property=\"og:site_name\" content=\"F\u00e9d\u00e9ration Romane de S\u00e9miotique\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/fedrosemioticaromanza\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-27T09:18:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/asso.unilim.fr\/fedros\/wp-content\/uploads\/sites\/12\/2022\/09\/thumbnail_Quest-ce-quune-marque-Une-etude-semiotique2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"904\" \/>\n\t<meta property=\"og:image:height\" content=\"1280\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alexandre Sbabo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alexandre Sbabo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/asso.unilim.fr\/fedros\/en\/2022\/09\/27\/conference-quest-ce-quune-marque-une-etude-semiotique\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/asso.unilim.fr\/fedros\/en\/2022\/09\/27\/conference-quest-ce-quune-marque-une-etude-semiotique\/\"},\"author\":{\"name\":\"Alexandre Sbabo\",\"@id\":\"https:\/\/asso.unilim.fr\/fedros\/es\/#\/schema\/person\/e2e0f392f724e07955f38d52a2bf2d98\"},\"headline\":\"Conf\u00e9rence &#8211; \u00ab Qu\u2019est-ce qu\u2019une marque ? 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