Pratiques de branding en contexte universitaire. Une approche processuelle de la marque

Abstract

Taking a bottom-up approach, which consists of studying social ordering starting from interactions, we offer in this article a study of the brand as a mode of organizing representation. Following this approach, we define branding as an interactional process: specific practices of production, consumption and distribution of the brand through which actors represent the organization. Upon the study of a website production in a university context, we show how these practices confront actors with individual and collective identity issues. In doing so, our study goes beyond the usual commercial, economic and legal problematizations in marketing studies.