{"id":3654,"date":"2017-12-20T12:58:41","date_gmt":"2017-12-20T11:58:41","guid":{"rendered":"https:\/\/www.ard.ch\/brand-strategy-whats-in-a-name\/"},"modified":"2021-05-27T18:19:36","modified_gmt":"2021-05-27T16:19:36","slug":"strategie-de-marque-que-contient-un-nom","status":"publish","type":"post","link":"https:\/\/www.ard.ch\/fr\/strategie-de-marque-que-contient-un-nom\/","title":{"rendered":"Strat\u00e9gie de marque: que contient un nom?"},"content":{"rendered":"<div class=\"the-content\"><p>Avec le packaging design, le nom est certainement le facteur le plus influent sur le caract\u00e8re d\u2019une marque et la perception qu\u2019on en a. Or, avec seulement 26 lettres \u00e0 disposition, les chances sont faibles de r\u00e9ussir \u00e0 cr\u00e9er un nom qui soit court, original et ais\u00e9ment m\u00e9morisable tout en \u00e9tant disponible juridiquement. Il n\u2019est donc pas \u00e9tonnant que la recherche de noms de marques soit devenue une sorte de science.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Avec le packaging design, le nom est certainement le facteur le plus influent sur le caract\u00e8re d\u2019une marque et la perception qu\u2019on en a. Or, avec seulement 26 lettres \u00e0 disposition, les chances sont faibles de r\u00e9ussir \u00e0 cr\u00e9er un nom qui soit court, original et ais\u00e9ment m\u00e9morisable tout en \u00e9tant disponible juridiquement. Il n\u2019est [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"wds_primary_category":0,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-3654","post","type-post","status-publish","format-standard","hentry","category-articles-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/posts\/3654","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/comments?post=3654"}],"version-history":[{"count":0,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/posts\/3654\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/media?parent=3654"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/categories?post=3654"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ard.ch\/fr\/wp-json\/wp\/v2\/tags?post=3654"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}