{"id":672,"date":"2022-12-29T09:45:34","date_gmt":"2022-12-29T08:45:34","guid":{"rendered":"http:\/\/zoyou.fr\/blog\/?p=672"},"modified":"2022-12-30T14:23:53","modified_gmt":"2022-12-30T13:23:53","slug":"brand-management-exporter-une-marque-a-letranger","status":"publish","type":"post","link":"https:\/\/zoyou.fr\/blog\/index.php\/2022\/12\/29\/brand-management-exporter-une-marque-a-letranger\/","title":{"rendered":"Brand management &#8211; Exporter une marque \u00e0 l&rsquo;\u00e9tranger"},"content":{"rendered":"<p>Ce projet a \u00e9t\u00e9 r\u00e9alis\u00e9 dans le cadre du cours \u00ab\u00a0Brand management &amp; product marketing\u00a0\u00bb \u00e0 l&rsquo;universit\u00e9 de Fontys (Pays -Bas), durant mon s\u00e9jour en Erasmus.<\/p>\n<p>Notre promotion \u00e9tant compos\u00e9e essentiellement d&rsquo;\u00e9tudiants \u00e9trangers, on nous a donn\u00e9 comme objectif d&rsquo;exporter une marque de notre pays d&rsquo;origine aux Pays-Bas, en l&rsquo;adaptant \u00e0 la culture locale. Cela passait d&rsquo;abord par un travail d&rsquo;analyse de la marque, son histoire, ses valeurs, sa strat\u00e9gie marketing&#8230; Puis d&rsquo;analyse de la concurrence locale et de la culture du pays de destination.<\/p>\n<p>J&rsquo;ai choisi la marque de bi\u00e8re Pelforth, car je trouvais int\u00e9ressant le d\u00e9fi de vendre une bi\u00e8re fran\u00e7aise dans un pays germanique ayant d\u00e9j\u00e0 un large choix de cette boisson.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Ci-dessous, quelques extraits du <a href=\"http:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf\" target=\"_blank\" rel=\"noopener\">dossier final<\/a>.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-674\" src=\"http:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_31_15-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png\" alt=\"\" width=\"672\" height=\"566\" srcset=\"https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_31_15-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png 672w, https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_31_15-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit-300x253.png 300w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-675\" src=\"http:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_39_30-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png\" alt=\"\" width=\"673\" height=\"454\" srcset=\"https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_39_30-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png 673w, https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_39_30-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit-300x202.png 300w\" sizes=\"auto, (max-width: 673px) 100vw, 673px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-676\" src=\"http:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_40_20-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png\" alt=\"\" width=\"677\" height=\"600\" srcset=\"https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_40_20-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png 677w, https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_40_20-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit-300x266.png 300w\" sizes=\"auto, (max-width: 677px) 100vw, 677px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-673\" src=\"http:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_40_30-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png\" alt=\"\" width=\"678\" height=\"360\" srcset=\"https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_40_30-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit.png 678w, https:\/\/zoyou.fr\/blog\/wp-content\/uploads\/2022\/12\/2022-12-29-09_40_30-Guillemain-Zo\u00e9-Brand-exportation-assessment.pdf-Adobe-Acrobat-Reader-64-bit-300x159.png 300w\" sizes=\"auto, (max-width: 678px) 100vw, 678px\" \/><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ce projet a \u00e9t\u00e9 r\u00e9alis\u00e9 dans le cadre du cours \u00ab\u00a0Brand management &amp; product marketing\u00a0\u00bb \u00e0 l&rsquo;universit\u00e9 de Fontys (Pays -Bas), durant mon s\u00e9jour en&hellip;<\/p>\n","protected":false},"author":2,"featured_media":679,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[66],"tags":[68,74,73],"class_list":["post-672","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-erasmus-fontys-university-pays-bas","tag-anglais","tag-erasmus","tag-marketing"],"_links":{"self":[{"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/posts\/672","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=672"}],"version-history":[{"count":1,"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/posts\/672\/revisions"}],"predecessor-version":[{"id":680,"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/posts\/672\/revisions\/680"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/media\/679"}],"wp:attachment":[{"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=672"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=672"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zoyou.fr\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=672"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}