research@hec - Issue #29 - (Page 3)

research hec The brand sells a vision, a culture that attracts trade flows, be it economic or human. a pplications in the workplace The deployment of a relevant Brand France calls upon all national forces. This research could inspire not only company leaders who use the Brand France to promote their products, but also the president of the Republic, the government, the city of Paris, leaders of the MEDEF (French labor union), chambers of commerce, unions, and media seeking to support the global appeal of the country. Let us take responsibility for our reputation and demonstrate its power in today’s world. Brand France. This is because most manufacturing is not done within France and, more importantly, because projects that are exported are often not visible; for example, Veolia, Vinci, Suez, Alstom, and Areva produce infrastructure. Moreover, France’s self-conception does not always correspond to how the country is perceived beyond its borders. We may like to think of our country as a symbol of high technology, but Asia and America define us more in terms of elegance and refinement, while the Chinese think of the Brand France as romantic. The ‘FutureBrand 2011-2012’ study ranks France 17th out of 113 countries in terms of its value system, 18th for quality of life, and 16th for business opportunities. In many ways, France is hampered by the effects of globalization and the ultra-liberal European model, which both clash at times with the French social contract. In this context, Kapferer proposes we assume the stereotype(s) that tend to define us globally for the purpose of fulfilling our brand mission: quality growth for all. “France is a country of science, which strives to promote the progress of humanity beyond our borders, and it is in our interest to continue to be seen this way. Our advantage is the internationalization of our schools and universities as well as overseas recognition of our major cultural icons (the Louvre, the Sorbonne, and so on). If the Germans represent quality and reliability, and the Italians panache and charm, the French remain a mix of creativity and seriousness, technology, and inventiveness.” Ultimately, it remains up to companies to live up to the promise of the Brand France. n Based on an interview with Jean-Noël Kapferer and his article “What is the future strategy for the Brand France?” (“Quelle stratégie pour la marque France, demain ?”) (Revue Française de Gestion, December 2011). M ethodology This work includes discussions with a think tank of experts working on the Brand France in their current professional activity, mainly in foreign markets. At the end of 2011, a complete issue of the Revue Française de Gestion [French Management Review] was devoted to their body of work on the Brand France and territorial attractiveness (Revue Française de Gestion no. 218-219, November-December 2011). october-november 2012 • 3

Table of Contents for the Digital Edition of research@hec - Issue #29

Cover & Contents
The Brand France, a source of great appeal
Managerial incentives: Life-cycles and the influence of learning processes
Searching for new sources of innovation: The role of consumers

research@hec - Issue #29