{"id":597,"date":"2024-12-28T17:42:17","date_gmt":"2024-12-28T17:42:17","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&#038;p=597"},"modified":"2026-05-29T10:36:16","modified_gmt":"2026-05-29T14:36:16","slug":"brand-equity-institutionalized-or-individualized","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/fr\/insights\/brand-equity-institutionalized-or-individualized\/","title":{"rendered":"038 : Capital de marque : institutionnalis\u00e9 ou individualis\u00e9 ?"},"content":{"rendered":"<div  class=\"theme-block wp-block-group is-style-pull-left is-layout-flow wp-block-group-is-layout-flow\" ><p  class=\"appear-on-scroll is-style-intro wp-block-paragraph\" >\u00c9valuer dans quelle mesure le capital de marque repose sur l&#039;entreprise cible par rapport \u00e0 ses repr\u00e9sentants commerciaux et de service \u00e0 la client\u00e8le devrait \u00eatre un exercice cl\u00e9 de l&#039;audit pr\u00e9alable commercial, tant pour l&#039;\u00e9valuation que pour l&#039;identification des opportunit\u00e9s de cr\u00e9ation de valeur. D\u00e9terminer les \u00e9l\u00e9ments permettant d&#039;institutionnaliser ces relations contribue \u00e0 la solidit\u00e9 des revenus r\u00e9currents, au capital de marque de l&#039;entreprise et au multiple de valorisation.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">Dans cette vid\u00e9o, Jeff Merkle, associ\u00e9 principal chez GRAPH, explique comment r\u00e9duire les risques et tirer parti du capital de marque, ainsi que comment d\u00e9terminer o\u00f9 se situe ce capital (c\u2019est-\u00e0-dire le ratio entre le capital de marque de l\u2019entreprise et le capital de marque personnel).<\/p>\n\n<figure  class=\"theme-block appear-on-scroll wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\" ><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Capital de marque\u00a0: institutionnalis\u00e9 ou individualis\u00e9\u00a0?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/oMt4UoTW1w4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure><\/div>","protected":false},"excerpt":{"rendered":"<p>\u00c9valuer dans quelle mesure le capital de marque repose sur l&#039;entreprise cible par rapport aux repr\u00e9sentants commerciaux et de service individuels de cette entreprise devrait \u00eatre un exercice cl\u00e9 de l&#039;analyse pr\u00e9alable commerciale\u2026<\/p>","protected":false},"author":[82],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[53,101,83,61],"audience":[],"insight-category":[145],"class_list":["post-597","insight","type-insight","status-publish","hentry","topic-best-practices","topic-brand-equity","topic-customer-loyalty","topic-drivers-of-choice","insight-category-drivers-of-choice","author-jeff-merkle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>038: Brand Equity: Institutionalized or Individualized? 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