STUDY DISSERTATION | Developments and prospects for territorial brands in France - The case of the Alsace brand

SUMMARY

Baptiste WEICK - Master 2 "Marketing and Event Management" - Université de Strasbourg & EM Strasbourg - Session 2021/2022

At a time when French local authorities are investing in the Paris metro to promote their territory, territorial marketing is emerging as a relevant and leading influence tool for all administrative levels in France. Among the 150 territorial brands in metropolitan France by 2022, Alsace has been experimenting with the concept for 10 years, based on a strong symbolism and a balanced ecosystem. How has this marketing project evolved with administrative changes, territorial legislation and , ultimately, the questioning of the territory's identity?

The dissertation draws on a dynamic theoretical framework and a wealth of documentation on the ALSACE brand. On the other hand, two complementary methodologies were employed: a qualitative analysis through 17 semi-directive interviews with territorial marketing professionals and experts, and a quantitative analysis in the form of a questionnaire, based on 320 respondents, on the degree of knowledge of territorial brands and consumption habits associated with the ALSACE brand.

While the ALSACE brand has integrated perfectly into the regional landscape, the research highlights a low level of awareness of territorial brands in France, and a certain ambiguity in the marketing tools developed. It also paints a portrait of the ALSACE brand, with its advantages, limitations and challenges. Numerous managerial recommendations are made for the region as a whole, as well as for other French regions wishing to activate and improve their territorial image. At a time when territorial influence is playing an increasingly important role in strategies, territories need to strive for development that is both viable and liveable for all stakeholders.