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Book chapters (2007), L'art de l'innovation, L'Harmattan, pp. 117-124

Genre de la marque et stratégies d'innovation marchés : quelles implications pour la gestion des marques ?

NYECK Simon , VEG N.

The objective of this paper is to discuss the concept of brand gender and its potential influence in crossover extensions. More specifically, we intend to describe how female brands extend on the men market and vice versa. Using semiotic analysis, a qualitative research is performed on a sample of eight brands.

NYECK, S. and VEG, N. (2007). Genre de la marque et stratégies d'innovation marchés : quelles implications pour la gestion des marques ? In: L'art de l'innovation. 1st ed. L'Harmattan, pp. 117-124.

Keywords : #Extension, #Genre, #Luxe, #Marques