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Communication de conférence
The Brand multiple : a social world perspective
in 25th IMP Conference, Marseille, September 3-5, 20092009 - 7 P.
This research is a theoretical reflection on brand and branding. It adopts a social world perspective and strives at showing that a brand has no image or identity but rather is multiple. The key idea is that brand is actually performed and doesn't possess any durable ontology.