SUMMARY
Angy BONNAL SADA - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2021/2022
While many countries have what are commonly referred to as "country brands" paired with appropriate territorial marketing strategies, France has not taken the plunge, despite a failed attempt in the early 2010s to create the "Marque France". Nevertheless, the country is associated with a variety of images and representations on the international stage, and is commonly referred to as "the mother of luxury", in the words of Jean Castarède (2014). This strategic sector of activity thus contributes to the country's reputation. The aim of this research is to uncover the ways in which private companies in this sector demonstrate their attachment to their country of origin in a context of globalized digital communication.
This study of the anchoring of luxury brands through their Instagram publications will then be an opportunity to extend the classic reflections relating to the marketing of made in to tend towards its inverted effect (White, 2012) and to question the capacity of luxury brands to (re)-enchant the France brand by updating its image and identity (Kavaratzis & Hatch, 2013). Although the France brand does not formally exist as a registered public trademark, it will be apprehended through the semio-semantic prism of branding (Semprini, 1995; 2005). Finally, this consideration of the role of private entities in a country's international influence will lead to a reflection on the complexity of the
public manager's apprehension of soft power.
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