FRENCH BRANDS: ANALYSIS FROM THE COUNTRY OF TRADE ARCHETYPES

Authors

  • Edmir Kuazaqui Escola Superior de Propaganda e Marketing (ESPM)

DOI:

https://doi.org/10.18568/1980-4865.7289-106

Keywords:

Marca-país, marcas francesas, arquétipos

Abstract

This article examines the importance of the country to mark the construction of an identification mark in international scenarios. The construction of a brand of a product takes into account several factors related to compliance with market needs, where the assessment is closely related to marketing and finance. However, the identification by the consumer qualities and benefits come from a land and its transfer to the brand can open up the entry of a company and their products, reducing costs, expenses and possible barriers to entry and maintenance in international markets. Through quantitative and qualitative research, we obtained a picture of the perceptions of French brands in Brazil.

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Author Biography

Edmir Kuazaqui, Escola Superior de Propaganda e Marketing (ESPM)

Marketing e Negócios Internacionais.

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Published

2012-10-30

How to Cite

Kuazaqui, E. (2012). FRENCH BRANDS: ANALYSIS FROM THE COUNTRY OF TRADE ARCHETYPES. Internext - International Business and Management Review, 7(2), 89–106. https://doi.org/10.18568/1980-4865.7289-106

Issue

Vol. 7 No. 2 (2012)

Section

Article

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