From a controlled development of the brand to its co-branding. Semiotic approach and strategic case

Abstract

The paper presents the approach of an
institute that has chosen to build its cobranding with his students while the
contemporary importance given to the
brand generally leads to entrust this task
to the professionals. The justification of
this choice, the approach used and the
dimensions of semiotic creations are
explained. The experience has been evaluated through a survey of graduates. The
results confirm that a virtually-brand was
created that graduates continue, as a digital community, to prescribe and defend.
The scope and limits of this action are
made