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  3. Marketing / Market Research

Brand guardianship

15:39 Mar 12, 2016
This question was closed without grading. Reason: No acceptable answer

English to French translations [PRO]
Marketing - Marketing / Market Research
English term or phrase: Brand guardianship
Contexte :
Brand guardianship is a key component of brand management, a combination of discipline and creativity that keeps your brand strong and healthy.
The discipline of brand guardianship is ensuring that your visual brand is consistently applied, everywhere. Considering the financial investment organisations make in brand, we see numerous examples of ill-considered brand application – both online and offline. If you’ve invested in the development of your brand, why erode its value through inappropriate use?

http://netlawmedia.com/Reports/Remedy_brand_guardianship.pdf
Celine Reau
France
Local time: 12:13


Summary of answers provided
4 +1management de marque
Didier Fourcot
4la surveillance de la marque
HERBET Abel
4 -1chouchoutage de la marque
Christiane Allen
3encadrement de la marque
Gwenl
4 -2développement/expansion/défense d'une marque
Francois Boye
3 -2fidélisation de la marque
Cécile Gaultier


  

Answers


1 hr   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): -2
brand guardianship
fidélisation de la marque


Explanation:
A suggestion.. To convey the notion of sustainability, retainability.

Cécile Gaultier
Specializes in field
Native speaker of: Native in FrenchFrench

Peer comments on this answer (and responses from the answerer)
disagree  HERBET Abel: non
3 hrs
disagree  Christiane Allen: On fidélise une clientèle, pas une marque!
4 hrs
  -> Vous trouverez de nombreux exemples prouvant le contraire. Exemple : La fidélisation de la marque implique-t-elle la sélectivité (règle de Pareto selon laquelle 20 % des clients génèrent jusqu’à 80 % du chiffre d’affaires) ? http://www.prodimarques.com/do
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1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): -2
brand guardianship
développement/expansion/défense d'une marque


Explanation:
my take

Francois Boye
United States
Local time: 06:13
Specializes in field
Native speaker of: Native in FrenchFrench
PRO pts in category: 91

Peer comments on this answer (and responses from the answerer)
disagree  HERBET Abel: non plus
3 hrs
disagree  Christiane Allen: Non, demandez à un chef de produit ce qu'il en pense!
4 hrs
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1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): -1
brand guardianship
chouchoutage de la marque


Explanation:
Si j'étais chef de produit, j'aimerais bien "chouchouter" les marques que je gère !

Christiane Allen
United States
Local time: 03:13
Specializes in field
Native speaker of: French
PRO pts in category: 177

Peer comments on this answer (and responses from the answerer)
disagree  HERBET Abel: très féminin
3 hrs
  -> C'est pourtant ce qu'il faut à une marque pour que, face à ses concurrentes, elle reste séduisante et sexy et prenne de la valeur.
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2 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
brand guardianship
la surveillance de la marque


Explanation:
suggéré

HERBET Abel
Local time: 12:13
Works in field
Native speaker of: French
PRO pts in category: 49

Peer comments on this answer (and responses from the answerer)
agree  sporran: http://www.le-droit-des-affaires.com/la-surveillance-de-la-m...
55 mins
disagree  Christiane Allen: Inapproprié pour une marque! Demandez à des chefs de produit qui ont réussi!
3 hrs
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1 day 18 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
brand guardianship
management de marque


Explanation:
C'est pas tant que j'approuve ce terme, c'est qu'on le trouve partout dans le jargon de la profession, souvent dans les BMS (brand managemnt systems), mais les concepts sont souvent aussi flous en anglais qu'en français, donc si le guardianship va au-delà de la stricte protection, ça pourrait être le terme dans l'esprit du document
https://globalbrandings.wordpress.com/international/adapter-...



    Reference: http://www.worldcat.org/title/fiat-une-crise-automobile-croi...
    https://ideas.repec.org/b/dau/thesis/123456789-15159.html
Didier Fourcot
Local time: 12:13
Native speaker of: Native in FrenchFrench
PRO pts in category: 52

Peer comments on this answer (and responses from the answerer)
agree  GILLES MEUNIER
3 mins
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2 days 17 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
brand guardianship
encadrement de la marque


Explanation:
suggestion

Gwenl
France
Local time: 12:13
Specializes in field
Native speaker of: Native in FrenchFrench
PRO pts in category: 4
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