Marque (marketing)

Une marque est définie en France par le Code de la propriété intellectuelle comme un « signe susceptible de représentation graphique servant à distinguer les produits ou services d'une personne physique ou morale ». Le Code de la propriété intellectuelle donne une liste des signes susceptibles de constituer une marque. Cette liste, assez large et non limitative comprend notamment : les noms patronymiques, les pseudonymes, les noms géographiques, les dénominations arbitraires ou de fantaisie, la forme caractéristique du produit ou de son conditionnement, les étiquettes, enveloppes, emblèmes, empreintes, timbres, cachets, vignettes, lisières, lisérés, combinaisons ou dispositions de couleurs, dessins, reliefs, lettres, chiffres, devises, mais on peut ajouter les logotypes, les logos, les sigles, les acronymes, les jingles, etc. ainsi que les noms de modèle et les noms d'entreprise. Depuis la Loi du , les marques sonores peuvent faire l’objet d'un dépôt si celui-ci est accompagné d'un

Claudia Rebeca Binder Signer, João Vitor Meirelles de Miranda

Global sustainability relies on our capacity of understanding and guiding urban systems and their metabolism adequately. It has been proposed that bigger and denser cities are more resource-efficient than smaller ones because they tend to demand less infrastructure, consume less fuel for transportation and less energy for cooling/heating in per capita terms. This hypothesis is also called Brand’s Law. However, as cities get bigger, denser and more resource-efficient, they also get richer, and richer inhabitants consume more, potentially increasing resource demand and associated environmental impacts. In this paper, we propose a method based on scaling theory to assess Brand’s Law taking into account greenhouse gas (GHG) emissions from both direct (energy and fuels locally consumed) and indirect (embedded in goods and services) sources, measured as carbon footprint (CF). We aim at understanding whether Brand’s Law can be confirmed once we adopt a consumption-based approach to urban emissions. By analyzing the balance between direct and indirect emissions in a theoretical urban system, we develop a scaling theory relating carbon footprint and city size. Facing the lack of empirical data on consumption-based emissions for cities, we developed a model to derive emission estimations using well-established urban metrics (city size, density, infrastructure, wealth). Our results show that, once consumption-based CF is considered, Brand’s Law falls apart, as bigger cities have greater purchase power, leading to greater consumption of goods and higher associated GHG. Findings also suggest that a shift in consumption patterns is of utmost importance, given that, according to the model, each new monetary unit added to the gross domestic product (GDP) or to other income variables results in a more than proportional increase in GHG emissions. This work contributes to a broader assessment of the causes of emissions and the paradigm shift regarding the assumption of efficiency in the relationship of city size and emissions, adding consumption behavior as a critical variable, beyond Brand’s Law.

2021

Market Sharing Dynamics Between Two Service Providers

Olivier Gallay, Max-Olivier Hongler

We study the market partition between two distinct firms that deliver services to waiting-time sensitive customers. In our model, the incoming customers select a firm on the basis of its posted price, the expected waiting time and its brand. More specifically, we quantify by a cost any departure from the ideal brand expected by each incoming customer. Considering that the two underlying queueing processes operate under high traffic regimes, we analyze the market sharing dynamics by using a diffusion process. As a function of control parameters, such as the waiting and brand departure costs or the incoming traffic intensity, we are able to analytically characterize a transition between an Hotelling-like regime (dominated by brand considerations) and a deadline type regime (dominated by waiting time considerations). The market sharing dynamics is described by the time evolution of a boundary point, which time evolution belongs to the class of noise-induced phase transitions, so far widely discussed in physics, chemistry and biology.

Elsevier2008

An assessment of how well we account for intangibles

Gaétan Jean A de Rassenfosse

Estimates of intangible capital stock are of prime importance for accurate measurement of productivity growth. Aggregate intangible capital stock is usually estimated using the so-called Corrado-Hulten-Sichel (CHS) new growth accounting framework. Yet this framework has not received much academic scrutiny to-date. This article proposes a validity test of two intangible investment series in the CHS framework, namely "brand equity" and "architectural and engineering designs." The test involves assessing the extent to which these intangible investment series explain the demand for trademarks and design rights. The econometric analysis is performed on an unbalanced panel of 32 countries from 1980 to 2010. The results suggest that brand equity investment is a powerful predictor of trademark applications. However, investment in design activity is not correlated with the count of design rights, which I take as evidence that current methodologies do not account well for design activities.

Oxford University Press2017

Claudia Rebeca Binder Signer, João Vitor Meirelles de Miranda

2021

More from Less? Environmental Rebound Effects of City Size

Market Sharing Dynamics Between Two Service Providers

An assessment of how well we account for intangibles

More from Less? Environmental Rebound Effects of City Size

An assessment of how well we account for intangibles

Market Sharing Dynamics Between Two Service Providers