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European Business and Brand Building

Edited By Luciano Segreto, Hubert Bonin, Andrzej K. Kozminski and Carles Manera

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders.
The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.


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CHAPTER 2 - The Building of Michelin’s Corporate Image and Brand 51 - Dominique Barjot & Francesca Tesi


51 CHAPTER 2 The Building of Michelin’s Corporate Image and Brand Dominique BARJOT & Francesca TESI UMR 8596, Centre Roland Mousnier, University Paris Sorbone (Paris IV) Industrial property represents a very important aspect in analysing a company’s business history, with designs, trademarks and patents all playing a fundamental role in the development of a firm. The attitude of enterprises towards these factors sometimes defines the success or the failure of a business and successful marketing strategies provide valuable advantages to a firm. The creation of a company brand means the creation of a symbol that reflects and incorporates the spirit of the firm.1 A brand must speak a simple language, one that is easy to understand, but at the same time it should express and emphasize the company’s identity. Moreover, it needs to be renovated and adjusted to fit the different markets in which the firm is planning to sell. Customers begin to connect the brand to the firm and its products, creating an important value for the firm.2 What is the approach of the Michelin Tire Company towards this argument? How and when did Bibendum start being the famous symbol of the company? Since its first appearance, Bibendum had been considered as an example of one of the first massive advertising campaigns. His creation can be associated with the birth of the idea of a commercial symbol: he 1 Alfred D. Chandler, Scale and Scope. The Dynamics of Industrial Capitalism, Belknap Press, 1990. Alfred D. Chandler, The Visible Hand: The...

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