How does the digital and social networks advent represent a lever for small emerging brands in the 21st century ? Study of Sézane, a digital-native brand / Adélaïde GARNIER / 2018

Titre : How does the digital and social networks advent represent a lever for small emerging brands in the 21st century ? Study of Sézane, a digital-native brand Type de document : Mémoire Auteurs : Adélaïde GARNIER Année de publication : 2018 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMMERCE ELECTRONIQUE ; COMMUNAUTE DE PRATIQUE ; IMAGE DE MARQUE ; MARKETING STRATEGIQUE Résumé : This seminar paper aims at defining how the digital and social network advent represent a lever for small emerging brands in the 21st century. This goes through the analyse of a 5-year-old brand’s digital strategy, Sézane. This analyse revealed that social networks, through the development of the digital tools, enable brands to reach people they could never have reached before for a minimum cost, in order to build a community, on which one they can then rely on to develop their brand. This community becomes little by little the brand’s ambassador and spreads the brand’s awareness around the world, making it grow quickly thanks to the facility and speed enabled by internet. This is the proof of the new customer’s role in the 21st century : he is now an actor of the brand’s history. Note de contenu : Annexes (1 p.) Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484335