{"id":31946,"date":"2015-11-02T15:49:52","date_gmt":"2015-11-02T15:49:52","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31946"},"modified":"2019-06-26T08:31:43","modified_gmt":"2019-06-26T07:31:43","slug":"une-histoire-de-la-marque","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/business-marketing\/a-history-of-branding\/","title":{"rendered":"L'histoire de l'image de marque"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nLe marquage est tout simplement une marque faite pour indiquer un type, une qualit\u00e9 ou une propri\u00e9t\u00e9. Le mot lui-m\u00eame remonte au vieux norrois \"brandr\", qui signifie \"br\u00fbler\". Dans les entreprises d'aujourd'hui, il est consid\u00e9r\u00e9 comme un outil qui peut faire ou d\u00e9faire une entreprise en fonction de la mani\u00e8re dont il est utilis\u00e9 pour cr\u00e9er une notori\u00e9t\u00e9. En outre, la notori\u00e9t\u00e9 de la marque aide les clients \u00e0 comprendre quels produits ou services particuliers sont vendus sous cette marque.<\/p>\n<p>L'id\u00e9e de la compr\u00e9hension de la marque remonte \u00e0 la nature : certains insectes comme les gu\u00eapes et les abeilles ont des rayures jaunes et noires ; ces couleurs sont encore utilis\u00e9es aujourd'hui pour repr\u00e9senter des signes de prudence. Dans le m\u00eame ordre d'id\u00e9es, il y a 32 000 ans, les peintures rupestres constituaient un autre moyen de montrer le sens \u00e0 travers des repr\u00e9sentations visuelles. Certaines formes \u00e9taient repr\u00e9sent\u00e9es pour donner une signification plus profonde, un peu comme les logos de nos jours.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31948\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/branding-iron.jpg\" alt=\"fer \u00e0 marquer\" width=\"600\" height=\"250\" \/><\/p>\n<p>\u00c0 un pas de g\u00e9ant, le mot \"marque\" est apparu vers 2 700 ans avant J\u00e9sus-Christ. Les origines du marquage sont beaucoup plus simples que l'\u00e9quivalent moderne qui est \u00e0 jamais entour\u00e9 de myst\u00e8re. Une mani\u00e8re simple de simplifier la possession et, au fil du temps, certaines \"marques\" ont commenc\u00e9 \u00e0 connoter la qualit\u00e9 et \u00e0 \u00eatre pr\u00e9f\u00e9r\u00e9es \u00e0 d'autres. Au fur et \u00e0 mesure que l'id\u00e9e d'identifier diff\u00e9rentes marques par un certain signe s'est impos\u00e9e, elle a \u00e9t\u00e9 appliqu\u00e9e \u00e0 toute une multitude de produits. M\u00eame une miche de pain retrouv\u00e9e dans les ruines de Pomp\u00e9i portait une marque unique sur le dessus pour indiquer sa boulangerie.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31949\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/bass-branding.jpg\" alt=\"l&#039;image de marque de la basse\" width=\"600\" height=\"473\" \/><\/p>\n<p>Bien que diff\u00e9rentes entreprises aient laiss\u00e9 leur empreinte sur les produits au cours des deux derniers mill\u00e9naires, ce n'est qu'assez r\u00e9cemment que la propri\u00e9t\u00e9 a \u00e9t\u00e9 prot\u00e9g\u00e9e par un statut juridique. Le 1er janvier<sup>st<\/sup> En 1876, le triangle rouge utilis\u00e9 pour d\u00e9signer les tonneaux de Bass Ale est devenu la premi\u00e8re marque officielle au Royaume-Uni et a fait une v\u00e9ritable perc\u00e9e dans le monde des affaires tel qu'on le conna\u00eet aujourd'hui.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31950\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/nbcaudiobranding.jpg\" alt=\"nbc audio branding\" width=\"600\" height=\"395\" \/><\/p>\n<p>La possession \u00e9tant c\u00e9l\u00e8bre pour \u00eatre \"les neuf dixi\u00e8mes de la loi\", la premi\u00e8re marque a d\u00e9clench\u00e9 une r\u00e9volution dans le domaine de la propri\u00e9t\u00e9 et de l'image de marque, comme l'ont montr\u00e9 les ann\u00e9es 20.<sup>th<\/sup> A l'aube du nouveau si\u00e8cle, les marques deviennent beaucoup plus \"globales\". Les fr\u00e8res Michelin publient leur premier guide pour les automobilistes afin d'encourager les longs trajets et de stimuler les ventes de pneus. Dans les ann\u00e9es 1950, le carillon NBC est la premi\u00e8re marque audio, mais il ne faut pas oublier qu'aussi impressionnante soit-elle, cette d\u00e9cision a ouvert la voie \u00e0 l'inoubliable sonnerie Nokia... On ne sait pas encore s'il faut s'en r\u00e9jouir ou non.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31951\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/dom-joly.jpg\" alt=\"dom-joly nokia branding\" width=\"600\" height=\"228\" \/><\/p>\n<p>Les ann\u00e9es 50 ont \u00e9galement \u00e9t\u00e9 marqu\u00e9es par une intensification de la strat\u00e9gie de marque et de la concurrence entre les entreprises, qui s'est poursuivie dans les ann\u00e9es 80, avec le pouvoir de la strat\u00e9gie de marque et des campagnes mises en \u00e9vidence par Nike. En 1987, Reebok \u00e9tait la marque dominante dans le domaine des chaussures de sport, jusqu'\u00e0 ce que Nike arrive avec ses \"chaussures de sport\".<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Il suffit de le faire<\/a>et a transform\u00e9 le monde de l'image de marque par le simple ajout d'une attitude.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31946","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A History of Branding | 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