CULTURAL BRANDING STRATEGIES
Schedule:
June 20 – July 1
June 20 – June 30 (6:00pm – 9:00pm)
June 24 and July 1 (9:00am – 12:00m)
The course main objective is to develop an understanding of the specificities of the cultural approach to brands. The course analyzes how a cultural strategy may help to market values, narratives and codes in order to create economic value. It also questions traditional approaches to marketing and branding by showing that brands create culture rather than merely adapting themselves to existing cultural schemes. The seminar is based on a semiotic and anthropological perspective to understand how brands are built and to analyze how brands can use, produce and market cultural iconicity.
Benoît Heilbrunn is Full Professor of marketing and branding at ESCP Europe and the scientific director of the «Marketing and Communication» specialized master. He holds a PhD in Marketing from the Paris – Dauphine University and INSEAD (2003), and has studied philosophy, semiotics and marketing. Moreover, he is Assistant Professor at the IFM (French Institute of Fashion). He has published more than 10 books and 50 articles on consumption, branding and design management. During his professional career, he has participated as marketing and branding consultant for various companies.
| «The cultural contradictions of branding»
Benoît Heilbrunn Full Professor of marketing and branding at ESCP Europe Paris, France |
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| Date: Thursday, June 29th, 2017
Time: 12:30 p.m. – 1:50 p.m. |
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| Brands have often been analysed using a consistency paradigm according to the classical ideology of marketing which has spread worldwide since the 1950s. The positioning construct and the use of USPs have largely encouraged this monoaxial vision of brands and branding.
Anyhow, brands have to integrate three expectations of the social, political and cultural spheres which are efficiency, equality and personal fulfillement as pointed out by Daniel Bell in the late 1970s. We will thus develop the idea that cultural branding means the resolution of contradictions which define society as well as indivivuduals. In other words, we will raise the question of whether capitalism does not make us crazy. Benoît Heilbrunn is Full Professor of marketing and branding at ESCP Europe and the scientific director of the «Marketing and Communication» specialized master. He holds a PhD in Marketing from Université Paris – Dauphine, and has studied philosophy, semiotics and marketing. Moreover, he is Professor at the IFM (French Institute of Fashion). He has published more than 10 books and 50 articles on consumption, branding and design management. During his professional career, he has participated as marketing and branding consultant for various companies.
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La Cámara de Comercio e Industria Franco Argentina y Business France Argentina organizaron una presentación sobre el tema :
“Las PYMES, actores del diálogo entre Europa y América Latina,
Internacionalización e inserción en la cadena de valor global,
Análisis desde Europa y desde América Latina”.
Disertante:
Prof. Dr. Florence PINOT DE VILLECHENON
Departamento de Ciencias Jurídicas Económicas y Sociales
Coordinación Académica para América Latina – Directora de CERALE
Jueves 29 de junio de 2017
La RSE ne fait pas encore l’objet d’une mise en place systématique chez les PME que ce soit dans les pays en développement ou développés. Les entreprises du secteur agricole des économies en développement sont particulièrement éloignées de la notion de RSE : elles sont souvent beaucoup moins vertueuses d’un point de vue du respect de l’environnement et de la protection des salariés.
Le comportement du secteur agricole est contradictoire : les producteurs agricoles polluent souvent massivementmais leurs activités sont toutefois dépendantes de cet environnement qu’ils participent à détruire. Compte tenu de cet état de fait, ce mémoire pose la question suivante: dans quelle mesure une PME agricole d’un pays en développement peut s’approprier le concept de RSE?
La Responsabilité Sociale des Entreprises agricoles des pays en voie de développementECUAGENERA synopsis
El Coloquio IdA-EU-LAC 2016 co-organizado con CERALE sobre «Management intercultural y afinidades electivas Europa – América Latina y Caribe, para contribuir a un desarrollo sustentable» tuvo lugar en París, los días 30-31 de mayo de 2016, en el marco de la Semana de América Latina en Francia.
Acceda a las actas de todas las sesiones plenarias.
Le Colloque IdA-EU-LAC 2016 co-organisé avec le CERALE sur «Management interculturel et affinités électives Europe – Amérique latine et Caraïbe, pour contribuer à un développement durable» a eu lieu à Paris, les 30-31 mai 2016, dans le cadre de la Semaine de l’Amérique latine en France.
Accédez aux actes des sessions plénières dans leur intégralité.
CERALE et ESCP Europe ont eu le plaisir d’accueillir, les 31 mars – 1er avril 2017, le 2e Forum de l’Entrepreneuriat Mexique-France organisé par la Chambre économique du Mexique en France.
On the occasion of the Executive MBA Brazilian Seminar 2016, an ESCP Europe Alumni meeting took place in São Paulo about «Digital Economy in Brazil: some perceptions and experiences from European entrepreneurs «, with the participation of Fred Donnier, Managing Partner CRESCENDO and Ambassador French Founders Brazil, Kai Schoppen, Co-Founder & CEO INFRACOMMERCE and Fabien Mendez, Co-Founder & CEO LOGGI.
ESCP Europe Alumni meeting in Mexico City on November 24th about «E-commerce and social Entrepreneurship in Mexico» with the participation of Emmanuel Guinet, co-founder of INFRACOMMERCE and Nicolas Carayon, founder of TENOLI.
Le Mastère spécialisé Management de Projets s’est rendu en Amérique latine (Mexico, Bogota et Rio de Janeiro) du 21 novembre au 16 décembre 2016. Au programme de ce voyage d’études, des cours chez les institutions partenaires de ESCP Europe : EGADE-TEC de Monterrey, Universidad de los Andes, FGV. Des visites d’entreprises eurent lieu: Maderas y Puertas Gavilán, SAFRAN, NEOEN, FDN Financiera de Desarrollo Nacional, Miguel Caballero, Rio Operations Center, Casa Granado. Des rencontres ont été organisées avec les institutions suivantes: Ambassade de France à Mexico, Procolombia, Invest Bogota, CCI France Colombie, ColomboAmerican Chamber of Commerce, Business France Brésil et CCI France Brésil.
