{"id":31339,"date":"2023-07-03T17:03:47","date_gmt":"2023-07-03T14:03:47","guid":{"rendered":"https:\/\/sbs.strathmore.edu\/?p=31339"},"modified":"2023-07-17T12:50:59","modified_gmt":"2023-07-17T09:50:59","slug":"marques-du-patrimoine-et-marques-du-patrimoine-preserver-le-passe-embrasser-lavenir","status":"publish","type":"post","link":"https:\/\/sbs.strathmore.edu\/fr\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\/","title":{"rendered":"Marques du patrimoine et marques du patrimoine : Pr\u00e9server le pass\u00e9, embrasser l'avenir"},"content":{"rendered":"
<\/span><\/div>

Vous \u00eates-vous d\u00e9j\u00e0 demand\u00e9 pourquoi une marque existe depuis des si\u00e8cles mais que vous ne l'avez d\u00e9couverte que r\u00e9cemment ? En effet, s'il existe des marques patrimoniales classiques, d'autres ne s'appuient pas vraiment sur leur pass\u00e9. Pour certaines, comme Hugo Boss, c'est leur association avec l'Allemagne nazie qu'elles souhaitent minimiser. Pour d'autres, comme L'Or\u00e9al, cela pourrait signifier qu'elles n'ont pas su se positionner sur le march\u00e9 comme une marque de luxe tourn\u00e9e vers l'avenir.<\/p>\n

Dans le monde en constante \u00e9volution du marketing et de l'image de marque, les entreprises s'efforcent constamment d'\u00e9tablir une identit\u00e9 unique qui trouve un \u00e9cho aupr\u00e8s des consommateurs. Deux termes fr\u00e9quemment utilis\u00e9s dans ce contexte sont \u201cmarques patrimoniales\u201d et \u201cmarques avec patrimoine\u201d.\u201d<\/p>\n

Selon le David Aaker, auteur et expert en strat\u00e9gie de marque :<\/em> \u201cConstruire une marque patrimoniale ne consiste pas seulement \u00e0 regarder en arri\u00e8re ; il s'agit de cr\u00e9er une histoire de marque qui relie le pass\u00e9, le pr\u00e9sent et l'avenir. Le r\u00e9cit du patrimoine doit inspirer les consommateurs et fournir une plateforme pour l'\u00e9volution continue de la marque.\u201d<\/p>\n

Marques du patrimoine<\/strong><\/h3>\n

Une marque patrimoniale incarne l'essence de la tradition et de l'histoire, ce qui en fait un aspect essentiel de son identit\u00e9 de marque et de sa strat\u00e9gie de marketing. Ces entreprises s'appuient sur leur pr\u00e9sence de longue date, qui s'\u00e9tend souvent sur plusieurs d\u00e9cennies, voire plusieurs si\u00e8cles, et tirent parti de leur h\u00e9ritage historique pour cr\u00e9er un sentiment d'authenticit\u00e9, de confiance et de savoir-faire. Les marques patrimoniales exercent un attrait intemporel et les consommateurs les associent souvent \u00e0 un h\u00e9ritage d'excellence.<\/p>\n

Des marques qui ont du patrimoine<\/strong><\/h3>\n

D'autre part, les marques patrimoniales d\u00e9signent les entreprises qui ont une longue histoire, mais qui, pour diff\u00e9rentes raisons, ne la mettent pas n\u00e9cessairement en valeur ou ne l'exploitent pas activement dans leurs efforts de strat\u00e9gie de marque et de marketing. Bien que ces marques aient des racines profondes, leur approche de l'h\u00e9ritage n'est pas n\u00e9cessairement la pi\u00e8ce ma\u00eetresse de leur strat\u00e9gie de marque. Elles s'attachent plut\u00f4t \u00e0 faire \u00e9voluer leur identit\u00e9 et \u00e0 rester pertinentes sur un march\u00e9 dynamique.<\/p>\n

Les marques du patrimoine \u00e0 travers les continents<\/strong><\/h3>\n

Selon le Martin Sorrell, fondateur de WPP, <\/em>\u201cLes marques patrimoniales ont un avantage sur le march\u00e9 encombr\u00e9 d'aujourd'hui. Elles poss\u00e8dent une histoire riche qui trouve un \u00e9cho aupr\u00e8s des consommateurs, cr\u00e9ant un lien \u00e9motionnel et un sentiment de confiance qu'il peut \u00eatre difficile pour les marques plus r\u00e9centes de reproduire\u201d.\u201d<\/p>\n

Am\u00e9rique du Nord - Ford Motor Company :<\/em> Ford Motor Company est un excellent exemple de marque patrimoniale en Am\u00e9rique du Nord. Fond\u00e9e en 1903 par Henry Ford, l'entreprise a r\u00e9volutionn\u00e9 l'industrie automobile et ouvert la voie \u00e0 la production de masse gr\u00e2ce \u00e0 la cha\u00eene de montage. Tout au long de son histoire, Ford a pr\u00e9serv\u00e9 son h\u00e9ritage d'innovation, de durabilit\u00e9 et d'accessibilit\u00e9 financi\u00e8re, qui trouve un \u00e9cho aupr\u00e8s des consommateurs. Les mod\u00e8les embl\u00e9matiques de Ford, tels que la Mustang et les camions de la s\u00e9rie F, \u00e9voquent la nostalgie, tandis que la marque \u00e9volue en permanence pour adopter des technologies durables pour l'avenir.<\/p>\n

Europe - Burberry :<\/em> En Europe, Burberry est l'exemple m\u00eame d'une marque patrimoniale. Fond\u00e9e en 1856, la maison de mode de luxe britannique est devenue c\u00e9l\u00e8bre pour ses trench-coats et ses motifs \u00e0 carreaux embl\u00e9matiques. En associant des mod\u00e8les modernes \u00e0 un savoir-faire traditionnel, Burberry conserve son image de marque intemporelle et \u00e9l\u00e9gante, attirant un large \u00e9ventail de clients, des aficionados du classique aux mill\u00e9niaux \u00e0 la pointe de la mode.<\/p>\n

Afrique - Vins de Nederburg :<\/em> Nederburg Wines, fond\u00e9 en 1791, est un domaine viticole sud-africain de renom qui incarne le concept de marque patrimoniale. Avec une histoire riche de plus de deux si\u00e8cles, Nederburg s'est impos\u00e9 comme le symbole d'une vinification exceptionnelle et de la viticulture sud-africaine.<\/p>\n

Nederburg Wines a maintenu ses traditions tout en s'adaptant aux techniques modernes et aux tendances mondiales. L'engagement de la cave en faveur de la qualit\u00e9 et du savoir-faire lui a valu de nombreuses r\u00e9compenses et une reconnaissance internationale. La gamme vari\u00e9e de vins de Nederburg refl\u00e8te le terroir unique et l'h\u00e9ritage viticole de la r\u00e9gion du Cap-Occidental.<\/p>\n

L'h\u00e9ritage de l'entreprise est intimement li\u00e9 \u00e0 l'industrie vinicole sud-africaine et met en valeur le patrimoine viticole du pays dans le monde entier. Nederburg Wines montre comment une marque ayant une longue histoire peut pr\u00e9server son h\u00e9ritage tout en innovant continuellement et en r\u00e9pondant \u00e0 l'\u00e9volution des go\u00fbts et des pr\u00e9f\u00e9rences des amateurs de vin.<\/p>\n

Conclusion<\/strong><\/h2>\n

Chaque marque, qu'elle repr\u00e9sente une id\u00e9e (Black Lives Matter), une personnalit\u00e9 (Vusi Thembekwayo), un produit (Tusker), un service (Visa), une cause sociale (UNICEF), un \u00e9v\u00e9nement (Coupe du monde) ou un lieu (New York), doit prendre la d\u00e9cision de porter ou non son histoire sur sa manche en tant que partie int\u00e9grante de son identit\u00e9.<\/p>\n

S'ils choisissent de le faire, ils b\u00e9n\u00e9ficieront de certains avantages qui les aideront \u00e0 se d\u00e9marquer sur un march\u00e9 encombr\u00e9. D'apr\u00e8s l'\u00e9tude Cindy Gallop, fondatrice de IfWeRanTheWorld :<\/em> \u201cLes marques patrimoniales doivent trouver un \u00e9quilibre d\u00e9licat entre la pr\u00e9servation de leur pass\u00e9 et l'ouverture sur l'avenir. Elles doivent utiliser leur h\u00e9ritage comme source d'inspiration tout en d\u00e9montrant leur volont\u00e9 d'innover et de s'adapter \u00e0 l'\u00e9volution des pr\u00e9f\u00e9rences des consommateurs.\u201d<\/p>\n

Les marques patrimoniales et les marques avec patrimoine poss\u00e8dent toutes deux une longue histoire, mais elles divergent dans la mani\u00e8re dont elles tirent parti de cette histoire pour se positionner sur le march\u00e9. Les marques patrimoniales s'appuient sur leur h\u00e9ritage historique pour en faire un \u00e9l\u00e9ment central de leur identit\u00e9, ce qui leur permet de gagner la confiance et l'authenticit\u00e9 des consommateurs. \u00c0 l'inverse, les marques patrimoniales peuvent poss\u00e9der une histoire profond\u00e9ment enracin\u00e9e, mais leur message de marque est ax\u00e9 sur l'\u00e9volution et la fra\u00eecheur.<\/p>\n

Article de Charles Bodo, strat\u00e8ge en design et en strat\u00e9gie de marque<\/strong><\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":6,"featured_media":31341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[39],"tags":[],"class_list":["post-31339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\nHeritage Brands and Brands with Heritage: Preserving the Past, Embracing the Future - Strathmore University Business School<\/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:\/\/sbs.strathmore.edu\/fr\/marques-du-patrimoine-et-marques-du-patrimoine-preserver-le-passe-embrasser-lavenir\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Heritage Brands and Brands with Heritage: Preserving the Past, Embracing the Future\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sbs.strathmore.edu\/fr\/marques-du-patrimoine-et-marques-du-patrimoine-preserver-le-passe-embrasser-lavenir\/\" \/>\n<meta property=\"og:site_name\" content=\"Strathmore University Business School\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-03T14:03:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-17T09:50:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sbs.strathmore.edu\/wp-content\/uploads\/2023\/07\/Heritage-Brands-and-Brands-with-Heritage-web.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Charles Bodo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charles Bodo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\\\/\"},\"author\":{\"name\":\"Charles Bodo\",\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/#\\\/schema\\\/person\\\/a293f70523ee5ae76878222327bc3209\"},\"headline\":\"Heritage Brands and Brands with Heritage: Preserving the Past, Embracing the Future\",\"datePublished\":\"2023-07-03T14:03:47+00:00\",\"dateModified\":\"2023-07-17T09:50:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\\\/\"},\"wordCount\":1905,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sbs.strathmore.edu\\\/wp-content\\\/uploads\\\/2023\\\/07\\\/Heritage-Brands-and-Brands-with-Heritage-web.png\",\"articleSection\":[\"News\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/sbs.strathmore.edu\\\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sbs.strathmore.edu\\\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\\\/\",\"url\":\"https:\\\/\\\/sbs.strathmore.edu\\\/heritage-brands-and-brands-with-heritage-preserving-the-past-embracing-the-future\\\/\",\"name\":\"Heritage Brands and Brands with Heritage: Preserving the Past, Embracing the Future - 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