{"id":26524,"date":"2018-04-29T10:20:06","date_gmt":"2018-04-29T10:20:06","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=26524"},"modified":"2026-01-26T16:57:07","modified_gmt":"2026-01-26T21:57:07","slug":"etude-de-marche-sur-le-rebranding","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/fr\/solutions\/solutions-de-branding-et-de-recherche-client\/etude-de-marche-sur-le-rebranding\/","title":{"rendered":"\u00c9tude de march\u00e9 sur le rebranding"},"content":{"rendered":"

\u00c9tude de march\u00e9 sur le rebranding<\/span><\/h1>\n\n\n\n

<\/p>\n\n\n\n

\"\u00c9tudes<\/figure>\n\n\n\n

One can expect car design, computer operating systems, and clothing styles to change. Shouldn’t it be the same with the look of a brand? When is it time to give a brand an update? The first sign is a subtle change in what a brand is \u201cabout.\u201d Market research<\/a> is a critical element in expressing the new brand. Well-executed market research enables<\/a> companies to redesign their brand. The end product should define what they do, who they are, and why people can count on them.<\/span><\/p>\n\n\n\n

Red\u00e9finir les marques dans une \u00e9conomie mondialis\u00e9e<\/span><\/h2>\n\n\n\n

Strong brands outperform competitor brands. They also outstrip the financial markets index. Many businesses now reserve sizable portions of their marketing budgets for digital media<\/a>. This digital budget is necessary to remain relevant in the marketplace. It also helps them to forge deeper connections with their customers.<\/span><\/p>\n\n\n\n

En outre, une nouvelle g\u00e9n\u00e9ration de marques mondiales \u00e9volue. Les marques plus anciennes devraient prendre note des strat\u00e9gies qu\u2019elles utilisent. Ces derni\u00e8res ann\u00e9es, il est devenu une priorit\u00e9 de construire une culture de marque solide et fiable. Les clients doivent \u00eatre capables de reconna\u00eetre la culture de la marque o\u00f9 qu\u2019elle se trouve dans le monde. L\u2019essor des canaux num\u00e9riques a d\u00e9plac\u00e9 l\u2019accent de la marque de la structure vers la culture.<\/span><\/p>\n\n\n\n

The upswing of digital has also transformed the way marketers<\/a> communicate. Marketers now connect with their agency partners and customers using digital technology. The primary duties and the central features of marketing<\/a> stay the same. The functions have had to increase in scope, though. The new tasks are to accommodate the shifting nature of the world in which brands operate.<\/span><\/p>\n\n\n\n

An example of a brand redefining itself in the global economy is an American hotel group. The company recently overhauled its 16 brands. It also invested in new technology<\/a> and modernized its hotel properties. Furthermore, the group announced brand-new partnerships and benefits to serve economy minded tourists.<\/span><\/p>\n\n\n\n

Les marques plus anciennes doivent suivre le rythme des marques plus r\u00e9centes<\/span><\/h2>\n\n\n\n

Certaines entreprises vendent aujourd\u2019hui les m\u00eames produits qu\u2019en 1920. Comment font-elles ? Leurs offres sont aussi pr\u00e9cieuses et r\u00e9pandues qu\u2019elles l\u2019\u00e9taient il y a cent ans. Pourtant, ces entreprises savent que leurs besoins marketing correspondent \u00e0 leur public en constante \u00e9volution. Par exemple, LEGO a d\u00e9marr\u00e9 en 1939 en tant que petite entreprise fabriquant des jouets en bois au Danemark. La soci\u00e9t\u00e9 LEGO a r\u00e9cemment d\u00e9velopp\u00e9 un jeu vid\u00e9o pour PlayStation, Xbox et Nintendo.<\/span><\/p>\n\n\n\n

Another example is Kraft Macaroni & Cheese. Kraft wanted to tap into the market of health food<\/a> enthusiasts but didn\u2019t want to spook customers. The company rolled out the new product without fanfare. They then ran a Twitter campaign several months afterward. This tactic gave people enough time to conclude that they #didntnotice the difference.<\/span><\/p>\n\n\n\n

Les marques qui s\u2019en tiennent \u00e0 leurs anciennes m\u00e9thodes perdront de leur pertinence. Ils doivent rester au courant des tendances changeantes. Kraft a exploit\u00e9 la tendance croissante vers des options alimentaires plus saines et un mode de vie propre. Les exp\u00e9riences jouent \u00e9galement un r\u00f4le important dans le mode de vie moderne. Les marques avis\u00e9es sont attentives \u00e0 ce nouveau d\u00e9veloppement. Ce concept est ce qui se cache derri\u00e8re LEGO'S Legoland. La soci\u00e9t\u00e9 a lanc\u00e9 Legoland en 1968 et il est toujours populaire aujourd'hui.<\/span><\/p>\n\n\n\n

Comment r\u00e9inventer les anciennes marques<\/span><\/h2>\n\n\n\n

Les marques doivent refl\u00e9ter le march\u00e9 existant \u00e0 mesure que les entreprises se d\u00e9veloppent et \u00e9voluent. Bref, la concurrence am\u00e9liorera sa marque. Il adoptera de nouveaux logos et d\u00e9veloppera de nouvelles fa\u00e7ons de se connecter avec le public. Si les entreprises d\u00e9cident de rester les m\u00eames, elles finiront par perdre leur avantage concurrentiel. Un rafra\u00eechissement de la marque indique au public que l'entreprise est pertinente et moderne. Cela montre \u00e9galement le lien entre une entreprise et son industrie.<\/span><\/p>\n\n\n\n

The trick to reinventing older brands is to maintain an eagle eye on the customer. Companies must listen to the customer\u2019s wants and needs. They must use this information to create and maintain relevancy for the brand in today\u2019s world. They must also be able to tell the brand’s story<\/a> to inspire affinity and the intent to buy. These are the secrets behind why some brands stay relevant, and some do not. Marketers would do well<\/a> to pay heed and always strive for relevance, regardless of the market.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Les marques fortes surpassent les marques concurrentes. Que se passe-t-il lorsque votre marque vieillit ou devient obsol\u00e8te\u00a0? Nous fournissons la recherche pour r\u00e9inventer les marques. <\/p>","protected":false},"author":1,"featured_media":62847,"parent":14650,"menu_order":10,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-26524","page","type-page","status-publish","has-post-thumbnail"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/26524","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/comments?post=26524"}],"version-history":[{"count":6,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/26524\/revisions"}],"predecessor-version":[{"id":81605,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/26524\/revisions\/81605"}],"up":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/pages\/14650"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media\/62847"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/fr\/wp-json\/wp\/v2\/media?parent=26524"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}