Réservé à l'usage interne
Pourquoi avons-nous besoin d'une marque ?
La tente, sur la paroi rocheuse, est de Black Diamond. Black Diamond est un fabricant d'équipements d'escalade, de ski et de sports de montagne. Les clients de Black Diamond lui sont fidèles, car ils peuvent toujours compter sur ses produits dans conditions extrêmes.
Combien accepteriez-vous de payer pour ce café ?
Environ 0,80 $ US ?
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=170%2C0%2C960%2C1280&w=640&s=6224e66092d569fb7bf08074e190896f","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=170%2C0%2C960%2C1280&w=1280&s=b5d94dee61ee26aa7445a243869b88a8","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=170%2C0%2C960%2C1280&w=832&s=647e2c8e674c47c52373ad3264a3b791","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=170%2C0%2C960%2C1280&w=1920&s=3e3f8aa7051d1c83f1f71c59399b63b8"})
Ce café coûte environ 4,20 $ US chez Starbucks.
Surpris ?
Regardez un autre exemple dans le diaporama suivant.
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/starbucks_kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=158%2C0%2C960%2C1280&w=640&s=0ba3192f69f8152ab1e5fbda00cb7a8c","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/starbucks_kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=158%2C0%2C960%2C1280&w=1280&s=67b3f0f679533cda04da6fca7e9a4695","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/starbucks_kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=158%2C0%2C960%2C1280&w=832&s=fae31a9ca4c188e4dcd76599b9be9654","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/starbucks_kaffee.png?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=158%2C0%2C960%2C1280&w=1920&s=ba52b6e66a700ec7fbdc94c3f6a72c00"})
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=85%2C159%2C723%2C964&w=640&s=eab554bab4855479f6f5df60cb33f1d4","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=85%2C159%2C723%2C964&w=1280&s=ecc324fa2f196903caa04e70da21eb3e","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=85%2C159%2C723%2C964&w=832&s=a328436c369c53dac94cb8d149cad038","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=85%2C159%2C723%2C964&w=1920&s=df590e3f17c02cbfad246e57a99bb776"})
Et combien pourriez-vous payer pour ce parfum ?
Environ 22 $ US ?
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum-unsplash.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=81%2C166%2C721%2C961&w=640&s=619ddbf751addf37b362948ca16b034c","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum-unsplash.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=81%2C166%2C721%2C961&w=1280&s=e6a6155fdc219ab2ec8a5aa2a0d561f4","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum-unsplash.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=81%2C166%2C721%2C961&w=832&s=933fb534ac036f53662d39a5bc999a8f","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/parfum-unsplash.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&rect=81%2C166%2C721%2C961&w=1920&s=808ac616080721d7f9c4ca33820e2164"})
Ce parfum Chanel coûte autour de 120 $ US.
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/usain_bolt__olympische_spiele_rio.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=640&s=62a42b8013fc21ba4d366a04f58f1c32","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/usain_bolt__olympische_spiele_rio.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1280&s=0f762583bf4cb1e3845de8c82090d51c","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/usain_bolt__olympische_spiele_rio.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=832&s=3eddf867e1551bade22d6df0c4efb6ec","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/usain_bolt__olympische_spiele_rio.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1920&s=a9554823c7fb9a59319649ecfd8d306a"})
Usain Bolt, Jeux olympiques, Rio de Janeiro, Brésil, 2016
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/marilyn_monroe_photo_pose.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=640&s=12ea8874e5d35949ee0c62e9f1038dbe","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/marilyn_monroe_photo_pose.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1280&s=ccf3171a9a24ebc38a418051f1b06ca0","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/marilyn_monroe_photo_pose.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=832&s=86a7d001a6c7e3b0f513981df0b666e0","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/marilyn_monroe_photo_pose.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1920&s=1089c2adf6112596cfc3ba490bc1183b"})
Marilyn Monroe, 1954, pose sur une bouche du métro new-yorkais
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/blues_brothers.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=640&s=484fe9a253ec9dc45fd03329ed1c1993","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/blues_brothers.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1280&s=cd7db97aa9c6403249d36bda6b7863fe","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/blues_brothers.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=832&s=5f164dd11056e963b48b097d999f4b81","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/blues_brothers.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1920&s=c41f4d067498e0129a470a55bf7d9632"})
Blues Brothers
Les gens sont intéressants à cause de leurs valeurs, de leur caractère et de leur identité (ce qu'ils représentent). Les marques aussi !
Un unique employé peut détruire la marque entièrement.
La vidéo de YouTube a eu 9 806 499 vues !!!
![]({"small":"https://images.zeiss.com/med/zoom-med/2019-02/images/brand/brand-strenght-of-brand_zitat_fr.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=640&s=bf580145c3e79189e68ed0998564a77e","large":"https://images.zeiss.com/med/zoom-med/2019-02/images/brand/brand-strenght-of-brand_zitat_fr.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1280&s=23ecf54fdc0e2abc56d3c48f552c2b83","medium":"https://images.zeiss.com/med/zoom-med/2019-02/images/brand/brand-strenght-of-brand_zitat_fr.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=832&s=a2eb864a54852629f8806da71d5885cc","full":"https://images.zeiss.com/med/zoom-med/2019-02/images/brand/brand-strenght-of-brand_zitat_fr.jpg?auto=compress%2Cformat&fm=png&ixlib=java-1.1.11&w=1920&s=ef1b180c1ec0ac68b6b27cb0df107fa1"})