L'implication des parties prenantes dans la mise en marque des régions Bretagne et Auvergne

Abstract

International audience ; The building of a brand for a territory requires multiple stakeholders sometimes with identical interests, but also with conflicting ones. They maintain specific relations and they invest themselves differently according to their own strategic imperatives. Through the study of the brand of the region Auvergne Nouveau Monde and the region Bretagne, this research aims to identify the stakeholders involved in the construction of these brands and their expectations. A classification of stakholders is proposed according both to their motivations and their power. We can observe the importance of the agency model in French place branding strategy, which allow to make a reflexion about private power. ; Les marques Territoire sont des objets récents créés un peu partout dans le monde occidental, configurant des méthodes qui se ressemblent plus ou moins. La théorie des parties prenantes permet d'identifier la multiplicité d'acteurs impliqués avec les entités qui pilotent ces marques. Avec les exemples de deux d'entre elles en France, on observe que les marques deviennent vectrices de mobilisation des partenaires locaux des institutions régionales, dans le but de fédérer autour d'actions fortes car collectives. Les marques Territoire sont portées par des agences, entité adéquate pour faciliter l'accès des acteurs privés à la décision stratégique des politiques publiques à l'échelon régional. Abstract : The building of a brand for a territory requires multiple stakeholders sometimes with identical interests, but also with conflicting ones. They maintain specific relations and they invest themselves differently according to their own strategic imperatives. Through the study of the brand of the region Auvergne Nouveau Monde and the region Bretagne, this research aims to identify the stakeholders involved in the construction of these brands and their expectations. A classification of stakholders is proposed according both to their motivations and their power. We can observe the importance of the agency ...